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Google’s goodbye to third-party cookies in Chrome already has a date

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Google has revealed when it will start blocking third-party cookies in Chrome.

Google's goodbye to third-party cookies in Chrome already has a date
The icon of Google Chrome, the most used web browser in the world

Google has been working on an initiative since 2020 aimed at blocking the use of third-party cookies capable of tracking user activity In Internet. The measure has not been viewed favorably by everyone, but the search engine company continues with its plans, and now has confirmed that, in just a few months, the deployment of Privacy Sandboxthe system aimed at ending third-party cookies forever when using your web browser, Google Chrome.

In a post on its blog, Google has confirmed that as of the day 1st of Julywith the arrival of the browser version 115Browser users will be given the ability to begin testing the Privacy Sandbox features. From that moment, in addition, developers will be able to start working with this technology.

With this milestone, developers can use these APIs for large-scale real-time traffic testing, while preparing to operate without third-party cookies. Prior to the removal of third-party cookies, we do not plan to make significant changes to the API interfaces. Companies that have not already done so should consider integrating these APIs into their products as they plan to transition to more private solutions.

The idea is to ensure that, by the first quarter of 2024, Privacy Sandbox is activated for 1% of all Chrome usersbefore taking the step and beginning the elimination of third-party cookies in Chrome. Google has taken the opportunity to share a screenshot which shows an interface of what Chrome’s privacy options menu might look like once this toolkit arrives:

Screenshot of Privacy Sandbox in Chrome

The privacy options menu in Chrome once the Privacy Sandbox arrives

Regarding the functions aimed at replacing third-party cookies, Google details the API topicsthat will allow advertisers know some information about the possible interests of users based on their browser activity, without the need to track them directly.



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