Google has delayed its third-party cookie blocking program on its Chrome browser browser for next two years.
Cookies literally track the browsing activities of Internet users and this allow digital marketers to target advertising to relevant customers.
These cookies have already been banned by many Google competitors, including Apple, Microsoft and Mozilla.
Google’s Cookies Ban
Critics are of the opinion that the Google ban is going to force advertisers to go directly to the tech giant for customer interests information instead which will give it an unfair advantage.
This is because it plans to replace the system with another Google design, which claims increased and better privacy and allows marketing. Its recommendations are already being investigated by the UK Competition and Markets Authority (CMA).
The ban was scheduled for 2022, and has now been postponed until 2023.
On the blog, Vinay Goel, director of privacy engineering at Google’s Browser, said: “It’s become clear that time is needed across the ecosystem” in order to “get this right”.
Google Chrome Market Share
According to GlobalStats, Chrome has a 65% market share worldwide.
Farhad Divecha, founder of digital marketing agency AccuraCast, said the delay was good news for his industry.
“We welcome this delay and hope that Google will use this time to consult with the CMA and various organizations involved in these changes, including advertisers, agencies, publishers, and providers of advertising and tracking solutions,” he said. .
Sandbox Privacy
Google’s new privacy proposals are known as the Sandbox Privacy.
One of their ideas is the introduction of something called Federated Learning of Cohorts, or “Floc”.
The idea is that the Floc-enabled browser will collect information about browsing habits and provide users with a group, or “herd”, with the same browsing history. Each will share an ID that will show their interests to the advertisers as a category or group.
