Today, I will explain the following website. (AI-generated)
Google、ChromeのサードパーティCookie廃止を延期。’24年後半 – Impress Watch
Contents
Understanding the Delay in Google Chrome’s Third-Party Cookie Phase-Out
Recently, Google announced a postponement in the phase-out of third-party cookies in its Chrome browser. Initially set to begin in the second half of 2023, the timeline has now been shifted to the latter half of 2024. Third-party cookies have been a cornerstone in tracking users across multiple websites, enabling more efficient ad targeting. However, they also raise concerns about online privacy, as they allow technology companies to track user behavior.
The Initial Plan for Third-Party Cookie Elimination
In January 2020, Google revealed plans to phase out third-party cookies within two years. This move was part of a broader initiative to create a more private web. However, feedback from various stakeholders indicated a need for more time to evaluate and test new technologies, leading to the postponement.
Implications of the Delay for Advertisers and Publishers
The delay in phasing out third-party cookies gives advertisers and publishers additional time to adapt to new advertising methods that respect user privacy. It also allows for a more gradual transition to alternative tracking mechanisms that aim to balance privacy with the needs of the digital advertising ecosystem.
Privacy Concerns and the Role of Third-Party Cookies
While third-party cookies have been instrumental for targeted advertising, they have also been a source of privacy concerns. The ability of third-party cookies to track users across different websites has sparked a debate on the balance between advertising needs and user privacy.
Exploring Alternatives to Third-Party Cookies
As the industry moves away from third-party cookies, Google is developing new technologies under the “Privacy Sandbox” initiative. This project aims to provide alternatives that maintain user anonymity while still offering value to advertisers and publishers.
Introduction to Privacy Sandbox Initiatives
The Privacy Sandbox is a collection of proposals that aim to develop new standards for a more private web. It includes a set of APIs designed to replace the functionality of third-party cookies while enhancing user privacy.
How Privacy Sandbox APIs Aim to Transform Advertising
Privacy Sandbox APIs are intended to enable advertising without individual tracking by aggregating user data and keeping personal information private. This approach seeks to provide relevant ads without compromising user privacy.
Feedback from Developers and Marketers on Privacy Sandbox
Developers, publishers, marketers, and regulators have provided feedback on the Privacy Sandbox, with a common theme being the necessity for more time to assess and test these new technologies. This feedback has contributed to the extended testing period.
Timeline and Next Steps for Chrome’s Privacy Changes
Google has extended the testing period for Privacy Sandbox APIs, with plans to gradually expand the trial to millions of users worldwide. By the third quarter of 2023, these APIs are expected to be available in Chrome for public use.
Extended Testing Period for Privacy Sandbox APIs
The extended testing period allows for a more thorough evaluation of the Privacy Sandbox APIs, ensuring that they meet the needs of users, advertisers, and publishers before a full rollout.
Phased Rollout Plan for Privacy Sandbox APIs in Chrome
Google plans a phased rollout of the Privacy Sandbox APIs, starting with developers and eventually reaching a broader audience. This gradual approach is designed to ensure a smooth transition away from third-party cookies.
What to Expect by the End of 2024
By the latter half of 2024, Google aims to begin the phased elimination of third-party cookies in Chrome. This will mark a significant shift in online advertising practices, with a greater focus on privacy. For the latest schedule and developments, Google directs users to the Privacy Sandbox website.
