Google has finally announced that it plans to end support for third-party cookies , which feed much of the digital advertising ecosystem, in its Chrome browser; yes, it will do it gradually, in two years.
Cookies are small pieces of source code that web pages send to a visitor’s browser and are kept while that user visits other websites. Advertisers and advertising networks often add third-party cookies , in addition to the page that the user is visiting, tracking their activity and targeting these searches to see how they work, advertising speaking.
Chrome engineering director Justin Schuh blogged that Google will phase out support for third-party cookies in Chrome once it has figured out how to address the “needs of users, publishers, and advertisers” and developed tools to “mitigate solutions “.
What does this change mean?
This means that there is a significant change on the table in the way in which Internet tracking works, and also by which many pages earn income through advertising.
The intention of the giant Google is that advertisers can continue to show personalized advertising but without users having to give up their privacy.
This metric occurs when digital advertising is undergoing a significant change in the way ads are bought and sold. Privacy regulation is in full swing in the European Union with the Global Data Protection Regulation.
This is a watershed moment for advertising.
