Google began on Thursday to limit third-party cookies for some users of its Chrome browser, the first step to permanently abandon these trackers criticized for their intrusiveness, a decision announced in 2020.
“As previously announced, Chrome by default limits third-party cookies to 1 percent of its users, to facilitate testing before increasing the capacity to 100 percent of users starting in the third quarter of 2024,” said the American giant in a blog post.
Google noted that the complete removal of third-party cookies will only take place after receiving the go-ahead from the UK Competition and Markets Authority (CMA) over potential competition concerns.
Cookies, computer files used to track user navigation and serve personalized ads, have been subject to stricter regulation since the implementation of several regulations, such as the European Union’s General Data Protection Regulation (GDPR) in 2016. , as well as a law in California.
The term “third party cookies” is used to refer to cookies that come from the sites visited and not from the browser itself.
In January 2020, Google announced its commitment to abandon these third-party cookies within two years. The implementation of this reform was postponed several times before coming into effect in early January.
Google has been working for several years on an alternative system to cookies, linked to the browser and not to the sites visited.
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Instead of targeting users individually, advertisers focus on audience segments (called “FLoCs”) that include hundreds or thousands of people.
2024-01-05 13:34:33
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