The disappearance of third-party cookies has become the main challenge facing companies. How can they connect with consumers while preserving their privacy? To respond to this challenge, Google has launched the Privacy Sandbox initiative, which aims to create technologies aimed at protecting people's privacy on the Internet and provide companies and developers with the necessary tools for digital businesses to prosper, thus helping to keep the Internet open and accessible to everyone, both now and in the future.
Google believes that to achieve this, the digital community must unite and develop a set of open standards that radically improve privacy on the Internet , giving users more transparency and greater control over how their data is used.
In this regard, it is necessary to move at a responsible pace, allowing sufficient time for the most suitable solutions to be publicly discussed and for publishers and the advertising industry to migrate their services. “ This is important in order not to jeopardize the business models of many publishers who support the free availability of content on the web. In addition, by providing technologies to protect personal data, we will, as an industry, help prevent cookies from being replaced by other forms of individual tracking and curb the rise of covert techniques such as fingerprinting ,” says Google. community to improve privacy in key areas such as kuwait number data advertising measurement, the delivery of relevant advertising/content, and fraud detection. “ Currently, Chrome and others have submitted more than 30 proposals and another 4 are available in original testing . Specifically, with respect to Chrome, our goal is to have the most relevant technologies implemented by the end of 2022, so that the developer community begins to adopt them. In accordance with the obligations assumed before the Competition and Markets Authority (CMA) of the United Kingdom and in line with the commitments we have proposed, Chrome could begin to eliminate third-party cookies in mid-2023 , reaching complete withdrawal by the end of 2023,” they explain from the company.
including the planned dates for the phasing out of third-party cookies in Chrome. Despite considerable progress , it is clear that the entire ecosystem needs more time to properly complete this process.
Each proposal goes through a highly rigorous, multi-phased public development process, including extensive discussions and testing periods, similar to how other open APIs and web technologies are developed:
Discussion : Technologies and their prototypes are discussed in forums such as GitHub or W3C groups.
Testing : Technologies undergo rigorous testing in Chrome through sometimes very large first-party tests, which helps ensure transparency and allows for feedback. For example, during first-party testing of the first version of FLoC, we received significant feedback from the web community. We plan to complete these tests in the coming weeks and will incorporate these feedback before conducting further ecosystem tests.
Approval : Once the development process is complete, successful technologies will be ready for large-scale deployment and will be released to Chrome for phased deployment across the web.
Following this public development process, Chrome is expected to stop supporting third-party cookies in two phases: