Chrome will abolish third-party cookie support within two years

Google’s Chrome and Microsoft’s Edge are web browsers based on the open source web browser engine Chromium. However, Justin Schuh, who is working on chromium development, said that in the future, third party cookies will be abolished in order to build a more personalized web.

Google is proposing a privacy sandbox as a new initiative to support a free and open ecosystem without losing ad relevance while improving user privacy. The privacy sandbox was proposed in August 2019 with the aim of supporting ad publishers while protecting user privacy. Since then, Chromium has come to the conclusion that abolition of third-party cookie support through dialogue with the web community and through continuous interaction and feedback leads to sound web advertising support.

Justin Sure said he plans to phase out support for third-party cookies in Chrome after confirming that the approach to abolishing third-party cookies meets the needs of publishers or advertisers and taking action.

It also plans to implement abolition of third-party cookie support within the next two years. To do this, he stresses the need for a new ecosystem and plans to launch the first product available from conversion measurement to individuals by the end of 2020.

He demands that the privacy aspects of user data use be strengthened, such as transparency, choice, and control, and it is clear that the web ecosystem itself needs to be evolved to meet these increased demands. It is appealing that the ecosystem itself needs to be changed.

According to him, some web browsers are concerned about the abolition of third-party cookie support. It is pointed out that there is a potential to adversely affect both users and the web ecosystem in an unintended manner, and the revocation of third-party cookie support damages the business model of many websites established by web advertisements, or privacy protection that replaces cookies. It is said that there is concern that the solution will lead to the spread of unenhanced solutions.

Fortunately, however, the W3C forum, a web technology standardization organization, presents examples of the basic structure of a privacy sandbox, and it is said that even after the abolition of third-party cookie support, positive feedback can be obtained in the right direction. Sure also argues that there are already technologies that have been phased out of support, such as Flash and NPAPI, so the third-party cookie support page has enough groundwork for solving complex challenges. He also revealed that third-party cooking plans to restrict cross-site tracking by requiring access via HTTPS from February 2020. You can check the details here .