Google pushes back term for kill third-party biscuits to 2023

A logo outside the Google Store Chelsea in New York, May 28, 2021.

Victor J. Blu | Bloomberg | .

Google is pushing back its timeline for deprecating the third party tracking cookie from 2022 to 2023, giving the digital advertising industry more time to plan for more privacy-conscious targeted ads.

Cookies are small pieces of code that sites web they send to a visitor’s browser and remain present while the person visits other sites. They can be used to track users across multiple sites to target ads and see how they perform. Google said last year it would be over support for those cookies in Chrome by early 2022 once you get it out how to meet the needs of users, publishers and advertisers and come up with tools to mitigate alternative solutions.

Google is updating that timeline.

“Although there is a notable progress with this initiative has become clear that more it takes time in the whole ecosystem to do it right “, Vinay Goel, Director of Privacy Engineering at Chrome, he wrote in a blog post.

The company said it continues to do so work with the web community on more private approaches to ad measurement, delivering relevant ads and content fraud detection. It’s from Chrome goal to have technologies deployed by the end of 2022 for developers for start adopting them.

British antitrust authorities said this earlier year I’m investigating if the plan to remove the third party Chrome cookies could hurt online A.D competition. The Antitrust Authority said it will look into whether Google plans he could cause advertisers to change spend to Google tools at the expense of his competitors.

“Subject to our commitment with the UK Competition and Markets Authority (CMA) e in line with the commitments we offered, Chrome could then phase out third-party cookies over a period of three months, starting from in mid 2023 and late in end of 2023 “, the post says.

Google has launched its “Privacy Sandbox” initiative to find a solution that protects user privacy and allows content remain freely available on the opening web. A proposal, called “Federated learning of Cohorts, “he would essentially put people in based groups on similar browsing behaviors, meaning that only “cohort IDs” and not individual user IDs would be used to locate them. But he got something rejection by privacy advocates, and some publishers have said they are declining for test the instrument, Digiday reported in April.

Meanwhile, ad tech the companies worked together on other types of solutions. Unified ID 2.0, an initiative that some top ad-tech companies are working on together, I would rely on on hashed and encrypted email addresses by consumers who give their consent. LiveRamp public company also has what it calls its “Authenticated Traffic Solution”, that says it implies consumer choice in to gain control of their data, e on the other side, brands and publishers in degree of use that data.

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