Google Chrome is one of the most used browsers in the PC world, and every decision made by Google on its browser is heavily reflected in various sectors, including the world of online advertising. The latter has been surprised, in the last period, by the last decision taken: to block all third-party cookies starting from 2022 .
Blocking third-party cookies is an operation widely used by various browsers, especially those that include user security and privacy among their main features.
So said, the news of Google Chrome's alignment with other browsers doesn't seem to be as revolutionary as it might seem. However, it causes a stir as Google would, at this point, block one of the tools that have made it one of the largest and most famous tech companies in the world: online advertising.
The role of third-party cookies in the user's privacy
Cookies are files through which the various websites we visit can store information through the browser on our PC. This information is useful to the website, thanks to which it is possible, for example, to keep a user session open while visiting various web pages.
They are distinguished mainly in first-party cookies and third-party cookies. While the first category contains all those cookies generated by the website itself and therefore useful for its operation, third-party cookies do not belong to those who manage the website , but to third parties. They are generated by content external to the visited page, such as advertising banners, images and videos.
Their main function is that of "user profiling" and the basic operation is quite simple. If I visit site X with advertisements provided by site Z and then visit site Y which also has advertising provided Z, then on Y I will be able to see advertisements relating to my browsing on previous websites with the same provider.
This "targeted advertising" over time has become increasingly invasive , so much so as to raise (even in the authorities) various doubts regarding the privacy of users. However, the law is not always enough to marginalize these phenomena, therefore the choice to completely eliminate these third-party cookies arises. Google's choice is therefore based on this, as stated by the director of Google Engineering for Chrome, Justin Schuh, with the desire to " make the web more secure and private for users who use it".
What will happen after Google Chrome blocks cookies?
Therefore, being one of the most used browsers in the world, blocking third-party cookies on Google Chrome will probably lead to a change of course in the world of online advertising . This especially for the competition that will have to adapt to the new standards, while it will not be so for those who continue to use and invest in Google tools .
One of the latest tools being developed by Google is Privacy Sandbox which includes a series of initiatives aimed at protecting user privacy . This solution would allow, in fact, to share less "private" information with the web, but at the same time allow advertisers to show ads relevant to users' browsing habits.
The article Google Chrome will block third-party cookies: what will change? comes from Tech CuE | Close-up Engineering .