Google postpones the deletion of third-party cookies from its Chrome browser to 2023. When Google announced the gradual deletion of third-party cookies in January 2020, it put forward its “Privacy Sandbox” program which aims to create alternative technologies. Through a blog post published Thursday, June 24, 2021, the Mountain View firm provides some details on this initiative as well as a deployment schedule on Chrome.
Announcements greeted by Criteo which speaks of “very good news”. The French specialist in targeted advertising will indeed be greatly affected by the deletion of third-party cookies. It is currently looking to develop solutions that will allow its customers to reach their audiences without these famous third-party cookies.
Testing alternatives to cookies
The Privacy Sandbox initiative aims to create “web technologies that both protect the privacy of individuals online and give businesses and developers the tools to build successful digital businesses to keep the web open and accessible to all. “, explains Google. The goal: to create technologies capable of delivering useful information to advertisers on the personality of visitors, so that they can continue to sell targeted advertisements, without trampling on their privacy.
Google wants to find several technologies and test them on Chrome, as is the case with FLoC for “Federated Learning of Cohorts”. This method aims to offer advertisers audience segments established by Chrome, via algorithms, based on the browsing habits of Internet users. The FLoC trial, conducted in several countries, is due to end in the coming weeks. Then Google will move on to other tests.
Deploy technologies by the end of 2022
The Mountain View firm explains that it wants to leave time for debate and discussion with NGOs but also regulators and state institutions while leaving time for advertising services to migrate to other solutions. The American has already made a series of commitments earlier this month ensuring it will develop and implement the proposals in a way that avoids distortion of competition and the imposition of unfair terms on Chrome users. The company also promises to publish the results of the test set for the sake of transparency.
The goal is to deploy key technologies on Chrome by the end of 2022 so that the developer community can start adopting them. The cookies will then be phased out over a period of three months, starting in mid-2023 until the end of this year. In total, Google ensures that more than thirty proposals have already been made, four of which are currently in testing.