Google’s plan to stop Web advertising & user tracking by dropping 3rd-party cookie support in Chrome has been delayed. In January 2020, Google announced its plans to drop support for such cookies in Chrome “within two years.” The Chrome “Privacy Sandbox” would block the 3rd-party cookies typically used for ad targeting. A replacement tracking system called “FLoC,” or “Federated Learning of Cohorts,” was the alternative floated by the Chrome team.
Writing on its official blog The Keyword, Google said it was sharing the latest on the Privacy Sandbox initiative including a timeline for Chrome’s plan to phase out support for 3rd-party cookies. Saying that there was “considerable progress”, with this initiative, it’s become clear that more time is needed across the ecosystem to get this right.
The Privacy Sandbox initiative aims to create Web technologies that both protect people’s privacy Online & give companies & developers the tools to build thriving digital businesses to keep the Web open & accessible to everyone, now, & for the future.
To make this happen, we believe the web community needs to come together to develop a set of open standards to fundamentally enhance privacy on the web, giving people more transparency and greater control over how their data is used.
– Google
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