Google delays phase out of tracking tech by nearly 2 years
Google will delay by practically 2 yrs the phase out of Chrome web browser technology that tracks users for ad purposes, saying that it requires more time to build up a replacement system.
The tech giant on Thursday moved its deadline to eliminate so-called third-party cookies to late 2023 instead of January 2022 as was primarily planned.
“We must move at a responsible pace, allowing adequate time for public discussion on the right solutions and for publishers and the advertising industry to migrate their services,” Vinay Goel, the director of privacy engineering for Chrome, said in a weblog post.
Third-party cookies are snippets of code that log user info and are being used by advertisers to better target their campaigns, thereby helping fund free online content such as for example newspapers and blogs. However, they’ve also been a longstanding source of privacy concerns because they could be employed to track users over the internet.
Google is retiring third-party cookies since it overhauls Chrome to tighten privacy, but the proposals have shaken up the web advertising industry, raising fears that replacement technology will leave even less room for online ad rivals. European Union and British regulators have already been investigating Google's plans, referred to as Privacy Sandbox.
To resolve the UK probe, the company has offered the country's competition watchdog a job overseeing the cookie phaseout. It has also promised not to discriminate against rival digital advertising companies when making the new technology and pledged to provide the UK competition watchdog 60 days notice before removing third-party cookies.
Goel said Google aims to really have the new technology available by the end of 2022 for developers to begin adopting, which would allow third-party cookies to be phased out of Chrome over three months “ending in late 2023.” That timeline is good commitments Google has designed to the UK. competition watchdog, Goel said.
Among the leading suggestions to replace third-party cookies is a method that hides users in large online groups predicated on their interests while keeping web browsing histories on devices to keep privacy.
Source: japantoday.com
