Google has once again delayed its promise to end cookies in Chrome. The company continues to develop the Privacy Sandbox API set, but now estimates that the change will only occur in the second half of 2024.
It has already been determined for 2022 that the cookies used by websites to track user activities in different ways will be turned off. It was then postponed to the end of 2023 and now to the second half of next year.
No wonder the job took longer than expected. Google needs to collaborate with manufacturers, developers and several companies in developing Privacy Sandbox, the API package it plans to use to replace cookies in the future. Once the replacement actually starts to happen, it will be gradual – Google estimates it will take about two months to complete in Chrome.
A set of APIs instead of cookies
Privacy Sandbox APIs attempt to profile Internet users without tracking people’s browsing, as cookies do. For example, the Topics API tries to identify the user’s interests in general and limits how many searches in the browsing history are required to generate ads.
There are other APIs that categorize users as members of an industry segment, others that control when ads are actually clicked, and others that focus on security. The idea is to use more modern and smart algorithms to generate targeted ads and other such actions that don’t need to violate users’ privacy too much.
Source: Tec Mundo
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