Google is again delaying the tracking of cookies, and “testing” requires more time

Chrome’s browser rivals Safari and Firefox both block third-party tracking cookies used by advertisers. Over two years Now. Google, the world’s largest advertising company, Absolutely It wants to match its competition and reduce user tracking; It takes some time to do that. Google’s Recent blog post details Second delay To disable third-party tracking cookies. Google says it will support the tracking system until the “second half of 2024.”

Google makes about $200 billion a year in ad revenue, so the company stands to lose a lot if it suddenly stops tracking the web. Google’s stated position is that it refuses to match the competition until it builds an alternative behavior-tracking system directly into Chrome; The company calls this system a “privacy sandbox.”

Google has introduced a few different tracking methods so far. First there was FLoC (Federated Learning of Cohorts). Widespread resistance from Electronic Frontier Foundation and other privacy advocates. Then Google “Topics“The API is currently under testing.

Zoom in / “Privacy Sandbox” is currently in testing in Chrome.

Rum Amadeo

“The most consistent feedback we’ve received is that we need more time to evaluate and test new privacy sandbox technologies before rejecting third-party cookies in Chrome,” Google explained the delay. Presumably, Google is talking about comments from competing advertisers, not users.

Google is using its position as the largest browser vendor and Internet advertiser to change the way Internet advertising works, and that has naturally drawn the attention of some regulators. Google says it liaised with the UK’s Competition and Markets Authority (CMA) when designing the platform, and that the delay in testing “is consistent with our commitment to the CMA to ensure that the privacy sandbox provides effective, privacy-protecting technologies. The industry has had sufficient time to adopt these new solutions.”

Google’s new Timeline “Topics API” tracking system will move out of testing and launch to the general public in Q3 2023. After Apple and Mozilla started blocking cookies.

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