Director Google Chrome Engineering Justin Schuh said that Google would be phasing out the use of third party cookies. Schuh said this through an official Google Chrome blog post on January 14. Third Party Cookies allow marketers to track users and the websites that they visit across the internet. The technology allows advertising to follow users across multiple sites. Google aims to complete the process in 2 years.
Schuh said ‘ Chrome will limit insecure cross-site tracking starting in February, by treating cookies that don’t include a SameSite label as first-party only, and require cookies labeled for third-party use to be accessed over HTTPS.’
Advertising revenue funds free to access content on the internet. In a previous statement made in August of last year Google stated;
Recent studies have shown that when advertising is made less relevant by removing cookies, funding for publishers falls by 52% on average.
In the same statement August statement Google said;
Some ideas include new approaches to ensure that ads continue to be relevant for users, but user data shared with websites and advertisers would be minimized by anonymously aggregating user information, and keeping much more user information on-device only.
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