Announced for the third quarter of 2022, then postponed to 2023, Google once again postpones the end of third-party cookies on Google Chrome to 2024. The calendar for the Privacy Sandbox initiative has therefore been turned upside down to allow the teams of the Mountain View firm to refine the functionality that will replace cookies.
Google has been working for several years to replace third-party cookies
Google’s efforts to move away from third-party cookies date back to 2019, when it publicly announced its Privacy Sandbox roadmap. This program aims to define a set of standards to help advertisers deliver personalized advertisements without revealing users’ personal information.
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Technically, the purpose of cookies is to help advertisers to follow Internet users in order to know the sites they consult, in order to offer them personalized advertisements. They are also used for sites like Century Digital to analyze visits, articles read, etc. However, they are unpopular with many Internet users and relevant authorities, as they can jeopardize data privacy. To try to preserve this confidentiality, Google wants to replace cookies with a token called a trust token, playing a role similar to cookies, but with encryption that hides the identity of an Internet user from advertisers.
In 2018, in parallel with the arrival of the general regulations on the protection of personal data (RGPD), the authorities of the European Union wish to draft a new version of the ePrivacy law. This update particularly concerns cookies and reinforces Google’s position in its desire to put an end to third-party cookies on its browser. For several years, in France, the National Commission for Computing and Liberties (CNIL) has not hesitated to pin down and sanction companies that do not comply with the regulations in force on cookies.
Google prefers to take its time to satisfy advertisers and Internet users
In a blog post, Anthony Chavez, vice president of Google Privacy Sandbox, announced that the company is targeting the second half of 2024 to officially roll out the alternative to third-party cookies on Google Chrome, and thereby permanently delete them. ” We worked closely to refine our design proposals based on input from developers, publishers, marketers and regulators via forums “.
He adds that ” the most consistent feedback we’ve received is the need for more time to evaluate and test new technologies before deprecating third-party cookies in Chrome “. In 2021, Google was ready to test its new feature to replace cookies. Nevertheless, the Mountain View firm had developed it without taking into account certain points of the GDPR, which meant that it could not have deployed its solution in Europe, even if the tests had been conclusive in the United States. . This forced the tech giant to revise its copy.
Unlike the successor to Internet Explorer, Microsoft Edge, or browsers such as Safari or Mozilla Firefox, which have chosen to simply block cookies without offering an alternative, Google wishes to create a balance in the confidentiality of data and desires of advertisers. Unlike its competitors, the company’s turnover is largely driven by advertising, which partly explains the efforts made by Google to replace third-party cookies.