Google plans to kill off third-party cookies in Chrome ‘within 2 years’

Digiday 14 Jan 2020 04:00

Google said on Tuesday it’s planning to end support for third-party tracking cookies in its popular Chrome browser “within two years,” a move it says will make web browsing more secure for users. The proposed shift is likely to send tremors across an entire online ad ecosystem that has long relied on cookies to target and track advertising.

In a blog post, Chrome engineering director Justin Schuh said the move is designed to encourage publishers, advertising companies and other browser providers to help Google create a new set of privacy-focused, open web standards. In August Google launched Privacy Sandbox to put forward ideas about how behavioral advertising on the web without third-party cookies could work and has been inviting industry comment.

Schuh said in the blog post that Chrome will begin to denigrate third-party cookies only “once these approaches have addressed the needs of users, publishers, and advertisers, and we have developed the tools to mitigate workarounds” by bad actors.

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