Google Company announced about the next adjustment of plans to stop supporting third-party cookies in the Chrome browser, which are set when accessing sites other than the domain of the current page. Initially, support for third-party Cookies was planned to end until 2022, then the end of support was moved to mid-2023, after which it was again postponed to the fourth quarter of 2024. Due to the need for additional approvals and the unpreparedness of the ecosystem, it was decided not to disable support for third-party Cookies in 2024. The new planned shutdown date has not yet been announced.
Third-party cookies are used to track user movements between sites in the code of advertising networks, social network widgets and web analytics systems. Cookie-related changes are being promoted as part of the initiative Privacy Sandbox, aimed at achieving a compromise between users' need to maintain privacy and the desire of advertising networks and sites to track visitors' preferences. Previous attempts to introduce replacements for tracking cookies in Chrome have caused resistance in the community and criticism related to the fact that the methods replacing tracking cookies do not solve all problems and create new risks, such as creating conditions for discrimination against users and the introduction of an additional factor for hidden identification and tracking user movements.
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Instead of tracking cookies, it is proposed to use the following APIs:
- FedCM (Federated Credential Management), allows you to create unified identity services that ensure privacy and work without third-party cookies.
- Private State Tokensallows you to separate different users without using cross-site identifiers and communicate user authenticity between different contexts.
- Topics (replacing the FLoC API), makes it possible to define categories of user interests that can be used to identify groups of users with similar interests without identifying individual users using tracking Cookies. Interests are calculated based on the user's browsing activity and stored on the user's device. Using the Topics API, an ad network can obtain general information about individual interests without having to know about specific user activity.
- Protected Audienceproblem solving retargeting and assessing your own audience (working with users who have already visited the site before).
- Attribution Reportingallows you to evaluate such characteristics of advertising effectiveness as transitions and conversion (purchase on the site after the transition).
- Storage Access APIcan be used to prompt the user for permission to access Cookie storage if third-party Cookies are blocked by default.
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