Google starts tests to kill third-party cookies by end of 2024

Friday, 05 January 2024 09:47

Google starts tests to kill third-party cookies by end of 2024 Featured

Image by Bambo from Pixabay

Google has started testing out the killing of third-party cookies which are used to track users from site to site and build profiles of them for the purpose of targeting advertising.

The Wall Street Journal reported that trials restricting these cookies for about 1% of Chrome users had begun on Thursday, despite protests from others in the US$600 billion (A$894.7 billion) online ad industry. The plan is to complete the killing of third-party cookies by the end of 2024.

Chrome is used by about two-thirds of the desktop market but it has a much bigger share of the mobile browser market through the Android mobile operating system which is present on about 80% of mobiles in use.

Google has introduced tools that it says will help replace these cookies, but others in the industry say not enough has been done to prepare the market for the change.

The UK Competition and Markets Authority, a regulatory authority, is overseeing the plan to eliminate third-party cookies under an agreement Google signed with it. The CMA can effectively veto the plan if it concludes that other businesses are being harmed.

Google has said it will ensure that its own products do not benefit from the elimination of third-party cookies. The plan is part of a Google initiative known as Privacy Sandbox that also covers Android.

Firefox and Apple began killing third-party cookies in the last decade. Google follows in 2020, but delayed its implementation a number of times due to pushback from the industry and privacy campaigners.

Anthony Chavez, a Google vice-president in charge of the changes, told the WSJ: “We’re confident in the ability for the industry to navigate the transition."

Read 841 times

Please join our community here and become a VIP.

Subscribe to ITWIRE UPDATE Newsletter here
JOIN our iTWireTV our YouTube Community here
BACK TO LATEST NEWS here

GARTNER MARKET GUIDE FOR NDR 2022

You probably know that we are big believers in Network Detection and Response (NDR).

Did you realise that Gartner also recommends that security teams prioritise NDR solutions to enhance their detection and response?

Picking the right NDR for your team and process can sometimes be the biggest challenge.

If you want to try out a Network Detection and Response tool, why not start with the best?

Vectra Network Detection and Response is the industry's most advanced AI-driven attack defence for identifying and stopping malicious tactics in your network without noise or the need for decryption.

Download the 2022 Gartner Market Guide for Network Detection and Response (NDR) for recommendations on how Network Detection and Response solutions can expand deeper into existing on-premises networks, and new cloud environments.

DOWNLOAD NOW!

PROMOTE YOUR WEBINAR ON ITWIRE

It's all about Webinars.

Marketing budgets are now focused on Webinars combined with Lead Generation.

If you wish to promote a Webinar we recommend at least a 3 to 4 week campaign prior to your event.

The iTWire campaign will include extensive adverts on our News Site itwire.com and prominent Newsletter promotion https://itwire.com/itwire-update.html and Promotional News & Editorial. Plus a video interview of the key speaker on iTWire TV https://www.youtube.com/c/iTWireTV/videos which will be used in Promotional Posts on the iTWire Home Page.

Now we are coming out of Lockdown iTWire will be focussed to assisting with your webinars and campaigns and assistance via part payments and extended terms, a Webinar Business Booster Pack and other supportive programs. We can also create your adverts and written content plus coordinate your video interview.

We look forward to discussing your campaign goals with you. Please click the button below.

MORE INFO HERE!