The policy of eliminating third-party cookies in the Chrome browser, by Google has been controversial, and although the company will not cancel this decision, today it announced that the implementation will be delayed until 2023, which gives a period of one year. more so that outsiders continue to collect information from users.
And is that cookies are an element of browsers that allow website owners to track the audience they want to reach and thus generate personalized advertising; which has caused annoyance among users due to the implications it has for the privacy of their digital life. However, at the same time, it is a resource that they use in digital advertising to bring commercials to ‘users who really want to see that advertising’.
According to the Mountain View company, the elimination of cookies will be gradual. The measure will be based on two phases: one at the end of 2022, which will mark the preparation of the actors to migrate their services and the second will be in mid-2023, when they will eliminate third-party cookies for periods of three months, with the aim of that are completely erased at the end of that same year.
According to a post the company made on its blog, the removal of this item is “subject to our commitment to the UK Competition and Markets Authority (CMA) and in accordance with the commitments we have made.”
This means that the delay is a consequence of your need to work with regulators to develop new technologies that replace third-party cookies for use in advertising.
Does removing cookies benefit Google?
A week ago, Google announced its collaboration with the CMA for this institution to take a leadership role in establishing work policies with the most powerful technology firms, in order to shape their behavior and protect competition in benefit of consumers.
In fact, the CMA, since January, announced that it has been investigating Google’s proposals on the matter, with the goal of evaluating whether its proposals could cause advertising spending to be even more concentrated in the technology ecosystem, to at the expense of your competitors.
And it is that in this sense, various bodies have expressed their concern that the new privacy measures would have negative effects on competition, as they fear that greater power will be concentrated in the internet giant, which is a leader in the industries of the searches, ads and browsers.
Faced with this situation, Google has grouped several of its initiatives in The Privacy Sandbox, where the controversial FLoC (Federated Learning of Cohorts) proposal has drawn attention, which is a system that will create demographically similar user groups in a decentralized system. which could be used by advertisers to target advertising.
“Each proposal goes through a rigorous multi-phase public development process, which includes extensive discussion and testing periods,” said the company, which plans to complete testing in the “next few weeks,” as well as inform audiences in advance of advance on more proposals.
However, no other browser has agreed to the use of FLoC. Even those responsible for the search engines Brave and DuckDuckGo have announced that they are willing to block their use. In fact, the second has called on users not to use Chrome entirely and to opt for other search engine options.
