Google has Extended the Deadline for Blocking Third-Party Cookies in Chrome Until 2023

We take a look at how Google’s deferral of cookie rules will impact marketers

Google is delaying the implementation of blocking third-party cookies in Chrome until 2023. The new policy was first disclosed in April, when Google said it would ban all third-party cookies, including those from advertisers and other sites not linked with the site being visited. It also said it would prohibit any cross-site monitoring. This announcement stirred up controversy among marketers who rely on third parties to track users behaviour across their websites for advertising purposes.

This change will impact how marketers use online ads to target consumers based on their browsing habits. As a result, marketers are now left wondering what changes this delay will have on their industry and how it may affect revenues as we advance. One concern is that if this change takes effect after many people already have their cookies set, advertisers and users may not see ads tailored to what they have already been viewing.

Here are some key highlights to know:

1. Google has decided to delay the blocking of third-party cookies in Chrome until 2023

2. This decision comes after they made changes to their privacy policy, which was met with a lot of backlash from users

3. Third-party cookies are used by companies like Facebook and Twitter for tracking purposes, but also by advertisers who want to better target their ads

4. This change will have an impact on how internet browsing is done in the future because it means that users won’t be able to prevent third parties from accessing their data

5. The only way for people to opt-out of this new feature is if they use Safari or Firefox instead of Chrome as their browser

6. In response, some websites are already starting to disable features that require third-party cookies

What does this change mean for the ads industry and others?

This change will impact the advertising industry as Google’s browser currently holds more web traffic than any other desktop browser, and so their shift could have a much greater effect on advertisers. The term “cookie-apocalypse” was coined because of this delay – but with some flexibility now offered for three years, we can hope for a lighter cookie apocalypse!

Google and Privacy Concerns

In a time where privacy is more and more of an issue, Google has found itself in the centre of controversy. As a company involved with multiple industries such as search, ads, and browsers; it can come under fire for so many different sides depending on how much they cut off third-party tracking which makes them have to make some tough decisions about what direction or outcome will be best for their own interests. Some people feel like this could lead to Google becoming even stronger than before if they play well while others are afraid because nobody knows exactly what all these changes mean yet – only time will tell!

Google has been grappling with privacy issues as it attempts to balance its desire for users and marketers. This is difficult because many different parties have conflicting incentives that need to be considered before any decision can be made. In an attempt to get feedback from all stakeholders on how best to approach these issues (and ensure a smooth process), Google created web standards called “The Privacy Sandbox”, which includes several efforts such as Chrome OS updates, changes within Android devices’ settings menu so you know what information your apps collect about you and more sophisticated ad-blockers in both desktop browsers like Safari or Firefox.

“The Privacy Sandbox”, a catch-all term for multiple new proposals aimed at “protecting user privacy and giving users more control over their data” by Google’s Chief Internet Evangelist Art Center. One of the first efforts included the announcement regarding Chrome’s handling of third-party cookies in response to a growing number of consumers’ concerns about privacy, which is projected to have an impact on advertising companies.

Google, FLoC and Mozilla

Google is facing a wall of disapproval from Mozilla and other competitor browsers, but it’s not all bad news for the company. Late in February 2019, Firefox released an analysis that identifies some problems with Google’s Federated Learning of Cohorts technology (FLoC). The report does not outright slam FLoc as being unusable by Firefox; instead, they highlight ways to make improvements on their end so that both parties can benefit.

Google faces significant criticism about FLoC or “Federated learning of cohorts.” This system would allow advertisers to target ads based on data collected through browsing history outside the browser itself as well as using demographic information such as location or age range. However, this has been met with much controversy after Google announced that this information would be stored outside of the standard tracking cookies on users’ browsers. Furthermore, because they are not setting any physical limits, sceptics believe that Google will choose to maintain higher levels of data collection than needed for their advertising partners, leading to unwarranted data breaches.

However, in response, Mozilla has created a better user experience for consumers as the company strives to make browsing safer and more private. This includes a transparent approach that makes it easier for people to opt-out of online tracking while simultaneously allowing advertisers to maintain their profits.

Google is pointing to a “rigorous, multi-phased public development process” for its FLoC protocol and other proposals. In addition to developing this system with input from those in the blockchain space, they plan on incorporating feedback before moving forward with any additional testing phases such as an ecosystem trial or getting support from partners like IBM.

Google promises a “more detailed schedule” will be posted on its Privacy Sandbox website.

In Summary

Third-party cookies are a critical part of digital marketing for many marketers, and this announcement from Google has caused quite the stir. As more information about their new policy is released, we’ll be sure to keep you updated on what it could mean for your business. Also, to stay up-to-date with our latest blog posts like this one (and receive other updates), make sure to sign up for our newsletter and email list!

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