Google Chrome plans to phase out third-party cookies for improved privacy

With the move, Google will still be able to maintain an ad-support web by disabling the third-party cookies

e4m by exchange4media Staff
Updated: Jan 15, 2020 6:12 PM

Google has announced its plans to end its support to third-party cookies in Chrome. The goal is to make the web more private and secure for users while ensuring support to publishers. The announcement was made on behalf of Google by Justin Schuh - Director, Chrome Engineering in a blog post.

In August 2019, the search engine giant had announced Privacy Sandbox, an initiative to enhance privacy on the internet. Its new proposed move is to kill off third-party cookies in Chrome. With this, Google will still be able to maintain an ad-support web by disabling the third-party cookies.

Schuh explains in the blog that the decision was made to meet users need for great privacy, transparency, choice and control over how the data is used.

Some browsers have already taken the step in the direction, but Schuh says such “blunt approaches to cookies” may have “unintended consequences.” The business model of many websites that are ad-supported may encourage the use of fingerprinting, which reduces user privacy and control.

“We will be working actively across the ecosystem so that browsers, publishers, developers, and advertisers have the opportunity to experiment with these new mechanisms, test whether they work well in various situations, and develop supporting implementations, including ad selection and measurement, denial of service (DoS) prevention, anti-spam/fraud, and federated authentication,” he added. 

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