It was already delayed in 2021, when the elimination of third-party cookies was supposed to become a reality by the start of this year, however,So far, it has been running again for another two years.
with this, The world’s top advertisers and marketing companies will have more time to finish adapting to new strategies for creating advertising content on the web.
Google is developing and implementing various updates to protect the privacy and safety of internet users, which means that companies are never finished adapting to these new data protection trends, which takes extra time.
“The most consistent feedback we have received is More time is needed to evaluate and test new Privacy Sandbox technologies before turning off third-party cookies in Chrome. “ Anthony Chavez, Vice President of Privacy Sandbox at Google said in a post on the company’s blog.
“As developers adopt these APIs, we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024,” he stated.
Cookies are small pieces of code that websites send to a visitor’s browser and are kept while the person visits other websites. This practice fueled much of the digital advertising system and its ability to track users across multiple sites to target ads.
This new decision comes to postpone the change in cookie policies for another two years in timeo Advertising and e-commerce companies have been affected by changes to features and privacy settings of the Apple operating systemSo this new decision by the tech company gives them some respite to continue adapting to the new digital marketing models.
The above was added that in a Google blog post, Chaves explained that the company is also expanding the testing capabilities of its Privacy Sandbox APIs, a plan put in place in 2019 to find alternatives to cookies and reduce impact among merchants.
even andLast year, after advertisers raised concerns about the changes, Google said it was “very confident” in third-party alternatives.
On the other hand, Firefox is another browser that has prevented third party cookies from being tracked while browsing the web.
Therefore, the company announced that it will enable full cookie protection by default, a feature that will prevent companies from tracking user behavior while browsing the web. This is possible by using technology that limits cookies to the website where they are created so that they cannot be tracked when another website is opened.
Firefox will no longer allow cookies to track user behavior on the web
Mozilla ensures that no website can access external cookie containers, so user privacy is guaranteed.
Complete Cookie Protection is an evolution of tracking protection, an option launched in 2015 as part of Firefox’s private browser that blocks ads, analytics tracking tools, and social buttons to analyze proprietary behavior, and collects data without you even noticing.