Building a more private web: A path towards making third party cookies obsolete
source link: https://blog.chromium.org/2020/01/building-more-private-web-path-towards.html
Go to the source link to view the article. You can view the picture content, updated content and better typesetting reading experience. If the link is broken, please click the button below to view the snapshot at that time.
In August, we announced a new initiative (known as Privacy Sandbox) to develop a set of open standards to fundamentally enhance privacy on the web. Our goal for this open source initiative is to make the web more private and secure for users, while also supporting publishers. Today, we’d like to give you an update on our plans and ask for your help in increasing the privacy of web browsing.
After initial dialogue with the web community, we are confident that with continued iteration and feedback, privacy-preserving and open-standard mechanisms like the Privacy Sandbox can sustain a healthy, ad-supported web in a way that will render third-party cookies obsolete. Once these approaches have addressed the needs of users, publishers, and advertisers, and we have developed the tools to mitigate workarounds, we plan to phase out support for third-party cookies in Chrome. Our intention is to do this within two years. But we cannot get there alone, and that’s why we need the ecosystem to engage on these proposals. We plan to start the first origin trials by the end of this year, starting with conversion measurement and following with personalization.
Users are demanding greater privacy--including transparency, choice and control over how their data is used--and it’s clear the web ecosystem needs to evolve to meet these increasing demands. Some browsers have reacted to these concerns by blocking third-party cookies, but we believe this has unintended consequences that can negatively impact both users and the web ecosystem. By undermining the business model of many ad-supported websites, blunt approaches to cookies encourage the use of opaque techniques such as fingerprinting (an invasive workaround to replace cookies), which can actually reduce user privacy and control. We believe that we as a community can, and must, do better.
Fortunately, we have received positive feedback in forums like the W3C that the mechanisms underlying the Privacy Sandbox represent key use-cases and go in the right direction. This feedback, and related proposals from other standards participants, gives us confidence that solutions in this space can work. And our experience working with the standards community to create alternatives and phase out Flash andNPAPI has proven that we can come together to solve complex challenges.
We’ll also continue our work to make current web technologies more secure and private. As we previously announced, Chrome will limit insecure cross-site tracking starting in February, by treating cookies that don’t include a SameSite label as first-party only, and require cookies labeled for third-party use to be accessed over HTTPS. This will make third-party cookies more secure and give users more precise browser cookie controls. At the same time, we’re developing techniques to detect and mitigate covert tracking and workarounds by launching new anti-fingerprinting measures to discourage these kinds of deceptive and intrusive techniques, and we hope to launch these measures later this year.
We are working actively across the ecosystem so that browsers, publishers, developers, and advertisers have the opportunity to experiment with these new mechanisms, test whether they work well in various situations, and develop supporting implementations, including ad selection and measurement, denial of service (DoS) prevention, anti-spam/fraud, and federated authentication.
We are looking to build a more trustworthy and sustainable web together, and to do that we need your continued engagement. We encourage you to give feedback on the web standards community proposals via GitHub and make sure they address your needs. And if they don’t, file issues through GitHub or email the W3C group. If you rely on the web for your business, please ensure your technology vendors engage in this process and share your feedback with the trade groups that represent your interests.
We will continue to keep everyone posted on the progress of efforts to increase the privacy of web browsing.
Recommend
-
5
Google Launches the Next Steps Towards the Removal of Tracking Cookies
-
7
Google Chrome restricts cookies in first step towards elimination
-
2
Passing the test — If AI is making the Turing test obsolete, what might be better? The Turing test focuses on the ability to chat—can we test the ability to think?...
-
84
How the web ecosystem is preventing us from reverting the third-party cookie mistake.
-
13
Death of third party cookies Skip to content Cookies are soon to be a thing of the past; Google wants to play in the Sandbox ins...
-
8
+ digg ad businesses will rise and die on this Life...
-
3
TechAd tech stocks surge as Google delays killing third-party cookies until 2023Published Thu, Jun 24 202110:03 AM EDTUpdated 5 Hours Ago
-
9
SEMGoogle pushes back plan to block third-party cookies until 2023"More time is needed across the ecosystem to get this right," said Vinay Goel, Privacy Engi...
-
7
Third-party cookies will continue to track Chrome users Google has changed its mind on deprecating third-party cookies in Chrome, postponing the initiative by almost two years, according to
-
3
Despite improvements, delaying the deprecation of third party cookies in the CMA’s Privacy Sandbox commitments will hold back privacy on the open web Mozilla...
About Joyk
Aggregate valuable and interesting links.
Joyk means Joy of geeK