Privacy: Chrome already ready for browsing without third-party cookies

The Privacy Sandbox is now active for almost all users. Google aims to end the use of advertising cookies by the end of 2024.

After exploiting our personal data for almost two decades, Google is changing gear to offer us still personalized advertising.

Data collection that is more respectful of privacy

A few years ago, Google announced a new mechanism called Privacy Sandbox. This system abandons advertising cookies, installed on your device at each stage of your navigation on Google Chrome, and replaces them with a new classification based on your interests.

Google Chrome analyzes your browsing day after day and classifies you into a group of different topics, such as sports, cinema, music and many others. Advertisers will then be able to choose to target certain of these groups or profile types, but will no longer have access to users’ personal information.

The experiment took many months, the time to reassure advertisers worried by this new approach, more respectful of privacy, but Google finally succeeded in imposing its vision. The search engine announced today that the Privacy Sandbox APIs are enabled by default for almost all Google Chrome users.

Only 3% of people using Chrome have yet to be onboarded into the program, but the rollout continues gradually and is expected to wrap up in just a few weeks.

The end of third-party cookies planned for the end of 2024 by Google Chrome

For Internet users, nothing changes, and it will be impossible to see the slightest difference in the analysis of their data. For developers, this now almost complete integration of Privacy Sandbox tools allows them to tackle the task of eliminating third-party advertising cookies.

Google still plans to end the use of cookies in Chrome by the end of 2024. From the start of next year, 1% of users, selected at random by Google, will have access to cookies disabled by the browser. Testing options will also be put in place before cookie support is completely removed.

Google Chrome also includes a new privacy setting, allowing users to opt out of the browser analyzing their favorite topics and sending that data to advertisers. To do this, simply type the command “chrome://settings/adPrivacy” in the address bar and deactivate the corresponding option.

Source : The Verge