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Google is forging ahead with its third-party cookie replacement technology

If Google sticks to its roadmap, by this time next year Chrome will no longer allow websites to use third-party cookies, which are cookies that come from outside their own domains. The change theoretically makes it vastly more difficult for advertisers to track your activities on the web and then serve you targeted ads. Safari and Firefox have already blocked those cookies, but when it comes to market share, Chrome is currently the leader and so its switchover is the big one.

Blocking third-party cookies means that only websites you explicitly visit will be able to save those little cookie files on your computer, and they should theoretically only do what cookies were originally intended to do: keep track of smaller things like whether you’re logged in or which shopping cart is yours. Blocking third-party cookies also means ad networks can’t figure out who you are and serve you targeted ads, which is a big problem for the ad industry.

Google, which is the biggest player in online ads, has claimed that it does not intend to replace third-party cookies with “alternative identifiers to track individuals as they browse across the web.” This seems like a win for privacy all around, but if something about the story of Google as the privacy and anti-ad crusader strikes you as a little... off, you are far from alone.

More to come

Knowledge base - Browser Tracking
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