Google plans to remove third-party cookie support from Chrome in two years jaar

Google plans to phase out support for third-party cookies in Chrome within two years. This is part of the introduction of a number of open web standards called the Privacy Sandbox, with which Google says it wants to improve privacy on the web.

Unlike competing browsers such as Firefox and Safari, Google does not immediately block cookies. According to Google, this has unintended consequences that can have negative consequences for both users and the entire web ecosystem. The company describes Mozilla and Apple’s steps in this area as abrupt. These would undermine the revenue of ad-supported websites and encourage the adoption of nebulous techniques such as fingerprinting. According to Google, this can actually limit the privacy and control of users.

Google came up with the Privacy Sandbox proposals introduced last year for this. According to the company, these are intended to continue to give advertisers the option of serving users personalized advertisements, giving the internet user the opportunity to share as little as possible about their browsing activities. As part of the Privacy Sandbox plans, in addition to a budget against fingerprinting, there is also a plan to use APIs to measure adclick conversions. Google says it will begin testing conversion metrics by the end of this year, without the advertiser having to track a user through tracking.

In fact, fingerprinting refers to a collection of fairly harmless variables and factors, which together can nevertheless lead to the identification of a unique user. For example, the characteristics of the computer used, the browser and surfing behavior are examined. Examples are the size of a screen or the version of the operating system used. In this way, a tracker can ultimately determine with a considerable degree of certainty that it concerns a specific user, who can then also be followed on the web.