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Google today announced its plans to phase out support for third-party cookies in Chrome within the next two years. The fact that Google will drop support for these cookies, which are typically used to track users across the web, doesn’t necessarily come as a surprise, given Google’s announcements around privacy in Chrome, including its proposed ‘privacy sandbox.’ But this aggressive timeline is new and puts the company on a track that will have repercussions for a lot of other industries as well.
“This is our strategy to re-architect the standards of the web, to make it privacy-preserving by default,” Justin Schuh, Google’s director for Chrome engineering, told me. “There’s been a lot of focus around third-party cookies, and that certainly one of the tracking mechanisms, but that’s just a tracking mechanism and we’re calling it out because it’s the one that people are paying attention to.” Preventing fingerprinting, among other things, is also something Google’s team is working on.
February - Google - Techniques - Tracking - SameSite
Starting this February, Google will already implement some techniques for limiting cross-site tracking by enforcing its new SameSite rules and by requiring that cookies that are labeled for third-party use can only be accessed over an HTTPS connection. The new SameSite rules, which Google had already tested with a subset of users in Chrome over the last few months, are somewhat complex, but the over idea here is that developers who want others to be able to use their cookies will have to explicitly label them as such.
Over the next two years, though, Google plans to go far beyond this and completely remove support for third-party cookies from Chrome. That, however, marks a massive change for the advertising industry and the publishers that often depend on marketers’ ability to (for better or worse) track users across the web. Google’s solution to this is...
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