Google postpones Chrome's third-party cookie bonfire yet again
Google says it needs more time to build and test its ostensibly privacy-preserving ad technology, marketed as the"Privacy Sandbox." So the ad biz has delayed its previous plan to block privacy-pilfering third-party cookies in Chrome until 2024.
In the context of the web, cookies are files created by websites on the computers of their visitors. Third–party cookies are set to serve companies affiliated with the website publisher, and in addition to less objectionable uses can be used to track web users as they visit different websites, potentially violating privacy expectations.
Google recognizes the need to heed the call for online privacy but remains determined to preserve its ability to target ads, which the advertising behemoth self-servingly insists are necessary to keep the internet free. And so the Chocolate Factory has been devising Chrome browserTopics and FLEDGE as part of its Privacy Sandbox initiative"so that publishers and developers can provide free content and grow their business in a privacy-preserving way.
In other words, Chrome will drop third-party cookies but will still provide mechanisms under the Privacy Sandbox brand for website owners and publishers to use to get an idea of the netizens visiting their pages so that they can be targeted with ads.due to objections from ad tech rivals that raised competitive concerns to regulatory agencies and to problems realizing its Privacy Sandbox vision.
The US mega-corp's Federated Learning of Cohorts API, for example, failed to provide promised privacy.
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