![]() ![]() Simply put, lots of people don’t like it when companies track and sell their data. “If digital advertising doesn’t evolve to address the growing concerns people have about their privacy and how their personal identity is being used, we risk the future of the free and open web.” Previously, Google Director of Product Management, Ads Privacy and Trust, David Temkin said, regarding the proliferation of cookies: Third-party cookie deprecation, which many browsers already feature, is an attempt to carefully balance the privacy of internet users with benefits reaped by advertisers. The looming ban on third-party cookies in Chrome, when it occurs, provides an opportunity to reevaluate advertising. Regardless, businesses should be on their toes. The stay of execution is likely to please advertisers and small- and medium-sized businesses (and basically every business other than Google), even if privacy advocates would prefer the ban happen sooner rather than later. “While there’s considerable progress with this initiative, it’s become clear that more time is needed across the ecosystem to get this right,” Goel said. In the announcement, Vinay Goel, Privacy Engineering Director of Chrome, explained Google’s reasoning. Now, Google plans to phase out third-party cookies starting in mid-2023, although that timeframe is subject to change. The move follows up a January 2020 announcement, in which Google stated that it would no longer allow third-party cookies on Chrome by the end of 2022. Google has announced that it will delay implementation of their third-party cookie ban for its Chrome browser.
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