May 19, 2023 11:24:00

Google announces that it plans to start an experiment to abolish third-party cookies with 1% of Chrome users in 2024

When a user visits a website, a ``third-party cookie'' issued by a website other than the visited website (advertisements posted on the website, etc.) can be used to deliver advertisements that match the user's preferences. On the other hand,

some companies have stopped using it because it may infringe on the privacy of users, and the abolition of use in browsers is being considered. Google has been planning to abolish third-party cookies in its own browser Chrome for some time, but after postponement after postponement, it will finally start a trial to apply abolition to 1% of users from 2024. clarified.

Preparing to ship the Privacy Sandbox relevance and measurement APIs - Chrome Developers
https://developer.chrome.com/en/blog/shipping-privacy-sandbox/

Google's turning off third-party cookies for 1 percent of Chrome users early next year - The Verge

https://www.theverge.com/2023/5/18/23728263/google-chrome-ad-tracking-third-party-cookies-privacy-sandbox

Due to concerns that tracking user data may violate privacy, Google is planning to phase out the use of third-party cookies in Chrome. Initially, it was scheduled to be abolished in 2022, but it was postponed once until the end of 2023, and was postponed again in 2024.

Google announces that it will postpone the plan to abolish third-party cookies from Chrome until 2024-GIGAZINE

In the plan, Google is building an alternative ' privacy sandbox ' that can satisfy 'website use cases' without using cookies. This can be used instead of third-party cookies, and is said to be a system that can develop personalized advertisements while protecting user privacy. It is hoped that the introduction of this system will allow us to phase out support for third-party cookies.

On May 18, 2023, Google announced that it had reached a milestone in its privacy sandbox plan, and that the privacy sandbox measurement API would be included in Chrome Stable 115, which is scheduled to be delivered in late July 2023. gave an opinion.

This is said to allow companies to test privacy sandboxes on a larger scale. In line with this test, Google also said it plans to abolish third-party cookies for some users.

According to Google, it plans to conduct 'two types of tests' to see how a world without third-party cookies will work. The first is a test that allows advertising companies to receive labeled traffic experimentally, with the hope that it will allow companies to tune out the use of third-party cookies at any point in the traffic process. I'm here.

The second is the abolition of third-party cookies, which will be abolished for up to 1% of all browsers after the first quarter of 2024. Google said, ``If your website has not yet adopted alternative solutions such as CHIPS or first-party sets , some site functionality may be affected. If so, read our guide to preparing for phase-out and consider alternatives.'