Google wants to change the way cookies work

In a blog post on Tuesday, Chrome’s engineering director Justin Schuh said the company intends to remove third-party cookie support “in two years.”

Cookies allow websites to record their activity, and third-party cookies grant that permission to sites other than those you are using. Getting rid of them will help Internet users better protect their privacy, Schuh said.

“Users demand greater privacy, including transparency, choice and control over how their data is used, and it is clear that the web ecosystem needs to evolve to meet these growing demands,” he added.

Most of the other popular browsers, including Apple Safari and Mozilla Firefox, already impose stricter restrictions on Internet tracking, and Google’s announcement came a day earlier Microsoft (MSFT) He debuted his new Edge browser, which is based on the Chrome code but with greater restrictions on cookies.

Schuh criticized the approach that some of Chrome’s competitors have implemented.

“Some browsers have reacted to these concerns by blocking third-party cookies, but we believe that this has unwanted consequences that can negatively affect both users and the web ecosystem,” he said, adding that it could promote more “opaque” and “invasive” “. Follow-up techniques

The initiative to eliminate cookies is part of Google’s effort to create a set of open standards for digital tracking that was first announced last August, called Privacy Sandbox. The goal of the project, he said at the time, is to improve user privacy and at the same time protect companies from publishers and advertisers.

“The blocking of cookies without other means of delivering relevant advertisements significantly reduces the main means of financing of publishers, which endangers the future of the vibrant web,” Schuch wrote at the time.

Schuh now says that Google is confident that it can “maintain a healthy and advertising website in a way that makes third-party cookies obsolete.”

But experts say Google’s approach, which will begin with greater user control and more security for third-party cookies, may also be influenced by its own digital advertising, which accounts for the vast majority of the company’s revenue.

“The other browser providers seem motivated to limit third-party tracking due to the growing frustration of consumers. Many ads these days are redirected based on visits to other sites, so people are increasingly aware of that your browsing is crawled across the web (and elsewhere), “said Justin Brookman, director of consumer privacy and technology policy at Consumer Reports.

“Google, on the other hand, seems more interested in preserving third-party tracking, but because cookies are fragile and are being attacked elsewhere, Google is exploring other tracking methods in the browser,” Brookman added.

The tech giant is also under greater scrutiny by regulators in the United States and elsewhere about its Internet domain in general, and the possible changes in navigation will probably not be different. Chrome accounts for more than 60% of the global web browser market, according to Statista, with Safari second at around 16%.

And it is feared that Google can use its size and domain to continue collecting data even without cookies and stifle competition in the process.

A Google spokesman told CNN Business that Chrome calls the entire ecosystem to commit to its proposals and reiterated that it will only eliminate third-party cookies once the needs of users, advertisers and publishers are met. Google also relies on third-party cookies for the ads it serves on other sites, which would be affected if Chrome stopped supporting them, the spokesperson added.

While Google has not yet specified what it plans to replace cookies, the amount of user data it collects anyway means that it may not matter.

“Google and other leading data marketing companies no longer require consuming a large amount of ‘personal data’ cookies’ to track and sign us up,” said Jeff Chester, executive director of the Center for Digital Democracy, a research and advocacy group for Technological privacy “They have invested in technologies that allow them to gather information about people and then make accurate predictions about how they will respond.”

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