Google has a revised timeline (opens in new tab) to rid Chrome of third-party tracking cookies, the technology used to collect data about Internet users as they browse.
In a blog post (opens in new tab)the company explained that it now aims to end the controversial technology by the “second half of 2024,” meaning a delay of at least nine months.
The decision to withdraw cookies from his web browser was informed by feedback from industry stakeholders, Google explained, many of whom felt more time was needed to evaluate the impact of the replacement systems proposed under the company’s Privacy Sandbox initiative.
Cookies live on
Google first announced plans to remove tracking cookies from Chrome in 2020, in light of a response from critics who claim the technology is flagrant breaches of security. privacy.
Since Google’s business model is based on collecting large amounts of data to enable targeted advertising campaigns, the company is in a race against time to develop new systems that perform the same role as cookies, but do not respect user privacy. endanger the same degree.
So far, achieving this goal has proved as difficult as it sounds. The first proposal, FLoCwas widely panned by privacy advocates, who rejected the system like a wolf in sheep’s clothing.
In January, Google announced that it would replace FLoC with a similar system called subjectswhich provides a way to serve ads based on broad categories of interests, rather than using detailed and often sensitive data collected by cookies.
The system relies on three weeks of browsing data, stored locally on the device, to place people into different categories, which in turn determine the types of ads the person sees. Web users can unsubscribe from a particular topic at any time through their browser.
Despite constant criticismTopics appears to be the system Google will continue to emulate as it continues plans to drop third-party cookies. Topics is currently undergoing a trial, in addition to a number of separate APIs also developed as part of the Privacy Sandbox initiative.
“We are grateful to partner with companies across the industry who are investing in developing privacy-first experiences on the web,” Google wrote.
“The Privacy Sandbox initiative is an ambitious undertaking for the entire industry, and we look forward to staying connected with the web community as testing expands.”
While Google is making the right noises, the cookie deprecation deadline only seems like a deadline in name. The change will only take place when Google itself is good and ready, so further delays cannot be ruled out.
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