The cookies Third-party cookies are probably the most controversial type of cookie in terms of data privacy. In general, They track your behavior for advertising purposes and are not directly part of the websites you visit.
Instead, they are usually integrated into advertisements, videos or banners Web. Even Facebook’s “Like” button uses cookies from third parties. With all this, Google announced at the end of last year that will start by disabling the cookies for a random 1% of Chrome users worldwide on January 4—about 30 million people—.
“Chrome is restricting third-party cookies by default to 1% of Chrome users to facilitate testing, and will then roll this out to up to 100% of users starting in Q3 2024,” You can read it on his blog.
Anthony Chavez, vice president of Google, said in a blog post: “We’re taking a responsible approach to phasing out third-party cookies in Chrome. “If a site doesn’t work without third-party cookies and Chrome notices you’re having problems …we will offer you an option to temporarily re-enable third-party cookies for that website.”
What does this mean for advertisers? And for the users?
However, advertisers oppose the changes. They say that the cookies Third-party services are an essential part of your business, and without them, you will find it harder to reach customers and earn revenue.
“Google’s Chrome Privacy Sandbox solution, which only works in a Chrome browser, is probably not going to benefit anyone but Google,” said Phil Duffield, British vice president of The Trade Desk, which operates a platform for businesses to buy ads. online.
“Protecting consumer privacy online doesn’t have to mean making it harder for publishers to earn revenue,” he added. Given this predictable response, Google also claims to be developing new technologies that will allow advertisers to display personalized ads without using cookies from third parties.
For users, on the other hand, things change quite a bit and the deactivation of the cookies from third parties means they may see fewer personalized ads. Additionally, the data collected through cookies Third parties are used to create user profiles that are used for marketing purposes or even for fraudulent purposes.
Despite this, they can also find a small disadvantage and that is that They may have to log into websites more frequentlySince the cookies They are often used to remember user credentials.
