8/1/2024
January 8, 2024
Google is disabling third-party cookies on Chrome, enhancing privacy with trust tokens, in response to GDPR compliance.
Since January 4th, Google has initiated the process of disabling third-party cookies on the Chrome browser. This long-considered initiative by the Mountain View firm introduces trust tokens, offering an alternative to cookies while preserving user anonymity from advertisers.
In a December blog post, Google announced its intention to test tracking protection. This new feature aims to limit inter-site tracking by defaulting to restrict web sites' access to third-party cookies. Initially, this affects 1% of Chrome users, about 30 million people. The trust tokens will be rolled out gradually once testing is complete.
The disappearance of third-party cookies will have a significant impact, as they provided essential information for the targeted advertising system on the Internet. Now, users will be grouped according to their interests, based on their browsing activity. Advertisers can use these groups to deliver targeted ads without accessing personal information.
Initially scheduled for the third quarter of 2022 and then postponed to 2023, Google has finally pushed the deadline to 2024. This delay was due to the need to align trust tokens with the General Data Protection Regulation (GDPR). Google now hopes to eliminate third-party cookies by the second half of 2024, subject to the approval of the British competition authority.
In response to an investigation by the Competition and Markets Authority (CMA) on its dominant position, Google has committed to collaborating with the antitrust regulator on the development and deployment of technologies to replace cookies.
Google's initiative marks a significant turning point in the management of online privacy and tracking. While the removal of third-party cookies may seem challenging for advertisers, it represents an important step towards a more privacy-conscious Internet. Businesses will need to adapt and find new ways to effectively reach their audience while respecting new privacy standards.
