Google Chrome coders really, truly, absolutely ready to cull
third-party cookies from 2024
Bonfire of the web trackers is coming, industry ready or not
Google on Monday began the formalities of phasing out third-party
cookies from Chrome during the first quarter of 2024, signaling the
beginning of the end for legacy online advertising.
It will be a baby step, with just one percent of Chrome browsers
tossing their third-party cookies initially. That's still a
significant number, given estimates of 3 billion or so Chrome users.
And in any event, it's a milestone that marks a major transition for
the internet economy.
...
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Other browser makers such as Apple, Brave, and Mozilla have already
begun blocking third-party cookies by default. Google Chrome and
Microsoft Edge provide that option, just not out of the box.
...
Since 2019 - after it became clear that European data protection rules
would require rethinking how online ads work - Google has been
building a set of ostensibly privacy-preserving ad tech APIs known as
the Privacy Sandbox. The stated goal of this toolkit is to mitigate
ongoing privacy problems like cross-site tracking and browser
fingerprinting while preserving the ability to deliver targeted ads.
One element of the sandbox is the Topics API: that allows websites to
ask Chrome directly what the user is interested in, based on their
browser history, so that targeted ads can be shown. Thus, no need for
any tracking cookies set by marketers following you around, though it
means Chrome squealing on you unless you tell it not to
https://www.theregister.com/2023/11/14/google_chrome_devs_third_party_cookie/
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