Privacy is an issue that is increasingly of concern to users and that, in addition, European laws are beginning to regulate little by little. In fact, following this line of thought, the IAB recently launched the proposal to create a personalized, standard and unique token that works through a digital supply chain that could be controlled to protect user information.
However, Firefox and Safari have taken the initiative by blocking third-party cookies in their respective browsers. Apple did so in 2017 and Firefox made the decision in mid-2019, thus leaving Google Chrome as the only browser that still maintains them. This move has forced the American multinational to speak out and finally establish an expiration date for cookies.
Announcing the decision , Chrome Engineering Director Justin Schuh said: "By eliminating third-party cookies, our goal is to make the web a more private and secure place for web users."
Google Chrome Cookies
Currently, third-party advertising is one of the main sources of income for Google Chrome . However, the company has announced that over the next two years it will be working on the “Privacy Sandbox” tool. This will allow users to configure cookies in Google Chrome so as not to share their data, although, at the same time, useful information will be offered norway phone number data to advertisers to target specific audiences. They will be able to obtain data but not at an individual level, so privacy will be much greater.
How will blocking cookies in Chrome affect advertisers?
Google's decision to make browsing more private for users through Google Chrome greatly affects advertisers, who, despite being able to continue offering their advertising on Google Chrome, will have to look for alternatives to cookie-based measurement.
How will deleting cookies from Google Chrome affect me?
These drastic measures offer us the opportunity to innovate and create new alternative tools to cookies, such as platforms where users leave their personal data and browsing preferences and can configure their own privacy settings.
In this way, the user is the one who controls the type of ads they want to be shown, which is good for advertising companies, which will generate a more efficient advertising market, while giving the user transparency and control over their own privacy.
In all this fuss, it should also be noted that the design and development of the website will not be affected, although the Cookie Policy configuration mode will have to be maintained for the time being so that the user has all the information at their disposal.