Chrome’s browser rivals Safari and Firefox have each been blocking third-party monitoring cookies utilized by advertisers, by default, for over two years now. Google, the world’s largest promoting firm, completely desires to match its competitors and scale back consumer monitoring; it is going to simply take just a little longer to do it. Google’s newest weblog publish particulars the second delay to the shutdown of third-party monitoring cookies. Google says it is going to now assist the monitoring methodology till “the second half of 2024.”
Google does round $200 billion per yr in promoting income, so the corporate stands to lose rather a lot if it instantly hobbles internet monitoring. Google’s acknowledged place is that it refuses to match the competitors till it builds another behavior-tracking system instantly into Chrome; the corporate calls this technique the “Privateness Sandbox.”
Google has floated a number of completely different monitoring strategies to this point. First there was FLoC (Federated Studying of Cohorts), which noticed widespread opposition from the Digital Frontier Basis and different privateness advocates. Then Google moved on to the “Matters” API, which is at the moment in testing.
Google explains the delay by saying, “Essentially the most constant suggestions we’ve acquired is the necessity for extra time to judge and check the brand new Privateness Sandbox applied sciences earlier than deprecating third-party cookies in Chrome.” Presumably, Google is speaking about suggestions from competing advertisers, not customers.
Google is utilizing its place as the most important browser vendor and internet advertiser to alter the best way online advertising works, and that has naturally attracted the eye of some regulators. Google says it has been in communication with the UK’s Competitors and Markets Authority (CMA) whereas it designs this platform and that the delay for testing “aligns with our dedication to the CMA to make sure that the Privateness Sandbox offers efficient, privacy-preserving applied sciences and the business has adequate time to undertake these new options.”
Google’s new timeline reveals the “Matters API” monitoring system exiting the testing section and launching to most people in Q3 2023. As soon as the brand new monitoring system is up and operating, the third-party cookie phaseout would occur round Q3 2024, or 4 years after Apple and Mozilla began blocking cookies.