\Exhibition visitors walk past the Google logo at the Google booth at Hannover Messe 2024.
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After years of delay, Google said it would no longer cancel and replace third-party cookies in its web browser Chrome, a practice long used by advertisers.
Cookies are small pieces of code that a website sends to a visitor’s browser and remains when the visitor visits other websites. This approach has fueled the growth of the digital advertising ecosystem, providing the ability to track users across multiple websites to target ads.
Google says that in 2020 it will end support We will start using these cookies in early 2022 once we figure out how to meet the needs of users, publishers and advertisers and find the tools to mitigate solutions.
To this end, Google launched the “Privacy Sandbox” project to find a solution that protects user privacy and allows content to be freely used on the open network.
Google explain In January it was “very confident” in the progress of proposals to replace cookies, including “cohort federated learning”, which would essentially group people based on similar browsing behavior, meaning only a “group ID” and Not individual user IDs will be used to locate them.
But in June 2021, Google push back timetable to give the digital advertising industry more time to develop more privacy-conscious targeted advertising plans. Then, by 2022, company says Feedback suggests advertisers need more time to transition to Google’s cookie alternatives, but some are opposed, claiming it will have a significant impact on their business.
in a blog post On Monday, the company said it had received feedback from advertisers and regulators informing it of its latest decision to cancel plans to remove third-party cookies from its browser.
The company said that through testing, it realized the transition would require “significant work by many players” and would impact publishers, advertisers and virtually everyone involved in online advertising.
Anthony Chavez wrote: “We are not deprecating third-party cookies, but we are introducing a new experience in Chrome that allows people to make informed choices that apply to their entire web browsing, and they The option can be adjusted at any time. “We are discussing this new path with regulators and will engage with industry as it is rolled out. “
