Advertising cookies will no longer work on one percent of Chrome browsers from early 2024. By the end of the year, all support for them will disappear and Google will switch to a different advertising system.
In an update the tech giant announced to the market yesterday what the phasing out of support for 3rd party cookies looks like. In concrete terms, this means that advertisers can no longer read personal data from Chrome users for advertising purposes.
The goal is to move to a new advertising system. That alternative will be available to all Chrome users from July 2023. That system is a set of APIs, technical links. This makes attribution reporting possible and the serving of personally relevant advertisements based on someone’s behavior and areas of interest. The data that goes out via the APIs is encrypted in the browser. Not on Google’s servers.
Of advertising APIs are called FLEDGE and Topics.
Advertisers and their technology suppliers have just under a year and a half from the summer to set up their organization for the disappearance of third party cookies. Until now, they have been able to track the behavior of internet users. They use this data to create user profiles for advertising purposes. Users and legislators no longer accept that. Browsers are not made for that. Moreover, because of its dominant market share with Chrome, it gives Google a huge competitive advantage.
The support for third party cookies in Chrome will take place in the second half of 2024.
This plan was developed in consultation with the British Competition and Markets Authority (CMA), Google explained in its statement yesterday afternoon. The point is that the British competition authority does not follow the same rules as the European one. Since Brexit, the two have run parallel to each other. The EU seems a bit stricter than the British when it comes to privacy.
It doesn’t look like other browser makers are going to adopt Google’s system. The standards organization W3C sees nothing in it at all. “This is not a good addition to the web, because surfing behavior should not be exposed to APIs,” said Apple’s Anne van Kesteren at the beginning of this year. An attempt by Google to discussion about Fledge does not get off the ground at all. The market, the other 36 percent market share among web browsers, doesn’t want to know anything about it.
*) Photo by Arthur Osipyanop Unsplash
Source: Nieuws – Emerce by www.emerce.nl.
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