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Google delays death of tracking cookies again, wants more time for “testing”

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Chrome’s browser rivals Safari and Firefox have each been blocking third-party monitoring cookies utilized by advertisers, by default, for over two years now. Google, the world’s largest promoting firm, completely needs to match its competitors and cut back person monitoring; it’s going to simply take a little bit longer to do it. Google’s latest blog post particulars the second delay to the shutdown of third-party monitoring cookies. Google says it’s going to now help the monitoring technique till “the second half of 2024.”

Google does round $200 billion per 12 months in promoting income, so the corporate stands to lose so much if it immediately hobbles net monitoring. Google’s acknowledged place is that it refuses to match the competitors till it builds an alternate behavior-tracking system straight into Chrome; the corporate calls this method the “Privateness Sandbox.”

Google has floated a couple of totally different monitoring strategies up to now. First there was FLoC, which noticed widespread opposition from the EFF and different privateness advocates. Then Google moved on to the “Topics” API, which is at present in testing.

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