RIP third-party cookies: What Google’s ‘pivot to privacy’ means for publishers

What's New in Publishing 15 Jan 2020 08:35

Google has confirmed plans to make third-party cookies obsolete within the next two years, with an aim to ‘build a more private web’ according to an update released on the Chromium blog.

It is not the first browser to do so, but with Chrome having a 67% share of the browser market, this is a significant step.

The so-called ‘death of the third-party cookie’ began early last year, with Apple announcing a new tool to block third-party ad trackers at their WWDC event in June. A few months later, Firefox said that they were releasing an enhanced tracking protection feature, which would block all third-party cookies for users on the browser by default.

Speculation that Google would follow in the footsteps of the other browsers has been mounting since they announced their Privacy Sandbox initiative last August, with the aim of developing a set of open standards to fundamentally enhance privacy on the web.

Last September, Google was spotted adding a new ‘Block third-party cookies’ option to its latest Chrome Canary build. Now, the tech giant has confirmed it will be phasing out support for third-party cookies in Chrome.

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