Google to ‘phase out’ third-party cookies in Chrome, but not for two years
2Reported today on The Verge
For the full article visit: https://www.theverge.com/2020/1/14/21064698/google-third-party-cookies-chrome-two-years-privacy-safari-firefox
Reported today in The Verge.
Google to 'phase out' third-party cookies in Chrome, but not for two years
Google will join Safari and Firefox in blocking third-party cookies in its Chrome web browser. However, unlike those browsers (which have already started blocking them by default), Google intends to take a phased approach. Justin Schuh, the director at engineering for Chrome, writes that Google's "intention is to do this within two years."
In those cookies' place, Google is hoping that it can institute a new set of technical solutions for various things that cookies are currently used for. To that end, it has proposed a bunch of new technologies (as have other browser makers) that may be less invasive and annoying than tracking cookies have become.
These new technologies are supposed to make it easier for advertisers to target certain demographics without laser-sighting down to specific people, ensure that the infrastructure many sites use for logins don't break, and help provide some level of anonymous tracking so advertisers can know if their ads actually converted into sales.
If it all came to pass, it would radically shift the way ad tracking and privacy work on the web. It could also open up entirely new vectors of tracking we have yet to imagine.
The context for Google's cookie-killing proposal is that there's a pitched battle being waged between browser makers to remake the future of privacy on the web. On the one hand are browsers like Safari and Firefox, browsers with code that increasingly take an absolutist stance against cross-site tracking. On the other is Google and Chrome, whose developers are trying to cut down on tracking without kneecapping revenue for websites.
The difference between them all isn't just whether and how to implement that tech, but