Google pushes the end of cookies to 2024

Cookies, these files left by websites to follow the Internet user and offer him personalized advertisements, have a bad press. So much so that Google is preparing for their disappearance from Chrome, but it will be necessary to be more patient than announced.

In early 2020, Google announced the gradual end of third-party cookies, those that allow websites and advertisers to create an advertising profile for the Internet user. Of course, this did not mean that the search engine was going to abandon its goose that lays the golden egg: the company has developed a new tracking technique, in fact a set of techniques dubbed “Privacy Sandbox”.

Cookies that no one wants anymore

This “sandbox” should have come into force at the end of this year, but Google has announced in the meantime that the end of cookies will wait until 2023 due to pressure from regulators, and in particular from the Competition and Markets Authority (CMA) British. But it won’t be for next year either! The search engine finally indicated that Chrome will get rid of cookies “in the second half of 2024”.

This deadline could be the last: the CMA has indeed given the green light to the latest technologies developed by Google for the Privacy Sandbox. The company is currently testing a new set of APIs which it claims strikes a balance between preserving privacy and the need to properly serve the advertising economy that makes up a good part of its revenue. business.

Google will also activate the Privacy Sandbox for millions of new Chrome users in the coming weeks. By the end of the year and throughout 2023, the web browser will allow more and more Internet users to use these settings which will eventually replace cookies. This postponement is also intended to give web developers and advertisers more time to adapt to these technologies, before the APIs are fully available in the third quarter of 2023.

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