Starting January 2022, Google might be preventing many personalization companies from using cookies to record user interests.
Google is cooperating with the advertising industry to develop technologies that can replace cookie tracking functions while better protecting online privacy. On Thursday, Alphabet Inc said Google Chrome would not entirely block tracking cookies until the end of 2023.
From January 2022, Google wants to prohibit many personalization companies from using cookies to collect data about user interests, but competitors blame it on the world’s biggest online advertising. Alphabet rose 0.5% on Thursday afternoon, but the stock price doubled sharply among companies working to reduce their addiction to cookies.
Among them, Trade Desk deluged 18%, PubMatic Inc 12%, and Criteo SA 10%. Following an investigation earlier this month, the UK Competition and Markets Authority (CMA) agreed to Google to track changes in Chrome. Google said its new timetable is consistent with the transaction.
Cookie blocking privacy plan
Weiney Goel, Chrome’s chief privacy engineer, wrote in a blog post mentioning they need to move forward at a responsible pace and allow enough time to discuss appropriate solutions and postpone publication and advertising services openly.
No surprise, but Google is delaying the end of third party cookies in Chrome to 2023. It’s pointing to commitments with UK regulators, but the hostile reception to FLoC certainly is playing a factor as well. https://t.co/qGOll5GHw9 pic.twitter.com/A1Z4Belxcx
— Dieter Bohn (@backlon) June 24, 2021
CMA announced its Consultation is ongoing on Google’s participation and has been informed of the schedule of planned changes in this context. “When they make a promise, it will be legally binding, promote competition in the digital market, help protect the ability of online publishers to raise funds through advertising, and protect user privacy,” the spokesperson said.
Google will postpone the blocking of cookies in Chrome until the end of 2023. According to Reuters, the US Department of Justice also inspected Chrome and cookies. The Competition Commission announced on Wednesday that it is also investigating them. Google is working with the advertising industry to develop technologies that can replace copy tracking and better protect online privacy.
Widely used Chrome over Apple’s Safari
The goal now is to select the new method before the end of next year, conduct final testing, and, if the CMA agrees, then phase out the use of tracking cookies from mid-2023. However, critics doubt the effectiveness of the alternative.
They added that Google could only benefit from deleting so-called third-party cookies, as it may continue to collect similar data through YouTube, search, and other popular systems. Data advantage can help Google attract more advertisers. Apple’s Safari browser is also looking for similar changes, but Chrome is more popular in the United States and Europe.
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