Google delays moving away from cookies in Chrome until 2024 – Meczyki.Net

google is there again delay Chrome is planning to phase out its use of third-party cookies — files that websites use to remember preferences and track online activity. In a blog post, Google’s privacy sandbox VP Anthony Chavez said the company is now targeting the “second half of 2024” as the deadline for the adoption of alternative technology.

It will take a long time to arrive. Last June, Google said it would depreciate cookies in the second half of 2023. Earlier, in January 2020, the company had promised to switch by 2022.

“We have worked closely to refine our design proposals based on input from developers, publishers, marketers and regulators through forums,” Chavez wrote. “The most consistent response we’ve received is that Chrome needs more time to evaluate and test new … technologies before deleting third-party cookies.”

Google’s efforts to move away from cookies date back to 2019, when the company announced a long-term roadmap for the adoption of more private ways of tracking Web users. Linchpin is the privacy sandbox, which aims to create web standards that power advertising without using so-called “tracking cookies, Tracking cookies, used to personalize ads, can capture a person’s web history and remain active for years without their knowledge.

The Privacy Sandbox proposes using an in-browser algorithm, Federated Learning of Cohorts (FLoC), to analyze users’ activity and generate “privacy-protecting” IDs, which can be used by advertisers for targeting. Is. Google claims that FLoC is more anonymous than cookies, but the Electronic Frontier Foundation describes it as “the opposite of privacy-protection technology” and similar to “behavioral credit scores”.

The privacy sandbox has also prompted regulators to investigate whether Google’s edtech objectives are anti-competitive. In January 2021, the Competition and Markets Authority (CMA) in the UK announced plans to focus on the potential impacts of the privacy sandbox on both publishers and users. And in March, the attorney generals of 15 US states and Puerto Rico amended an antitrust complaint filed last December, saying changes to the privacy sandbox required advertisers to use Google as a middleman to serve ads. Will be

Google earlier this year inked an agreement with the CMA on how it develops and releases the privacy sandbox in Chrome, which will include working with the CMA.address concerns“And to consult and update the CMA and the UK Information Commissioner’s Office on an ongoing basis.

Meanwhile, Chavez says Google will expand testing of its privacy sandbox technologies to “millions” of Chrome users starting in August. It will then gradually increase the testing population throughout the year 2023, providing an opt-out option to users who do not wish to participate.

Google now expects the Privacy Sandbox API to launch and be generally available in Chrome by the third quarter of 2023.

“Improving people’s privacy, while giving businesses the tools they need to succeed online, is critical to the future of the open web,” Chavez wrote. “We will continue to listen and provide feedback as the web community tests these APIs.”