Google to Nix 3rd-Party Cookies From Chrome in 2 Years; Seeks Feedback
Google outlined a path to make third-party tracking cookies on its Chrome browser obsolete within two years. “After initial dialogue with the web community, we are confident that with continued iteration and feedback, privacy-preserving and open-standard mechanisms like the Privacy…
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Sandbox can sustain a healthy, ad-supported web in a way that will render third-party cookies obsolete,” blogged Justin Schuh, director-Chrome engineering, Tuesday. In August, Google unveiled Privacy Sandbox on developing open standards to enhance web privacy. The company now encourages engagement from “the ecosystem” on the proposals. It said first trials are expected by year-end, beginning with conversion measurement, followed by personalization. Internet users are demanding more privacy -- including transparency, choice and control over how their data is used -- "and it’s clear the web ecosystem needs to evolve to meet these increasing demands,” Google said. Firefox and Safari reacted to user concerns by blocking third-party cookies, leading to “unintended consequences that can negatively impact both users and the web ecosystem,” Schuh said. “By undermining the business model of many ad-supported websites, blunt approaches to cookies encourage the use of opaque techniques such as fingerprinting (an invasive workaround to replace cookies), which can actually reduce user privacy and control.”