Google will remove third-party cookies in Chrome.
BuildonTech, Washington: Google’s delayed third-party cookie deletion in Chrome. In addition, they delayed the privacy Sandbox initiative to remove third-party cookies in Chome from early 2022 to late 2023.
Google Privacy & FLoC Sandbox
According to the TechWorm article, the company will allow regulators, the general public, publishers, and the advertising industry enough time to migrate their services in preparation for this change.
However, Google originally announced the initiative in 2019 in conjunction with Google’s Federated Learning Cohort or FLoC technology.
The initiative aimed to help create certain web technologies that would improve policy and provide companies and developers with specific tools necessary for viable advertising business models.
In January 2020, Google announced its plan to stop supporting third-party Chrome cookies “within two years” as part of its privacy sandbox.
Google gets a backlash
Google noted that FLoC is the company’s way of tracking users while still allowing advertisers to target specific groups of people with their ads. However, the company received backlash from various third-party companies, including GitHub, WordPress, EFF, Vivaldi, Brave, DuckDuckGo, and many more.
To make matters worse, the United States Department of Justice and the UK Competition and Markets Authority or CMA have also raised concerns regarding FLoC. As a result, they have also ordered specific antitrust investigations directly into the plan.
Google said in a blog post that it needs to move forward at a much more responsible pace so as not to jeopardize any of the other web publishers’ business models.
Google Chrome to delete third-party cookies
Chrome’s director of privacy engineering, Vinay Goel, noted that by providing particular privacy-preserving technology, they could help ensure that certain cookies are not overridden along with individual tracking and even discourage the rise of covert approaches like taking a fingerprint.
When it comes to Chrome, Google is now aiming to have other key technologies in place by the end of 2022 so that the entire developer community can start adopting.
Goel also added that subject to their commitment together with the UK Competition and Markets Authority or CMA. Still, in line with the company’s commitments they have offered, Chrome will phase out third-party cookies throughout three months, which should start in mid-2023 and end sometime in late 2023.