Google's announcement to block third-party cookies for 1% of Chrome users on January 4, 2024 marks a significant change. But why is Google gradually removing cookies and what is its replacement?
Cookies invade privacy, slow down browsers, and create security risks by collecting sensitive information. Google aims to phase out third-party cookies in Chrome by 2024.
Google introduced a privacy sandbox in 2019 to retire third-party cookies. Goals acknowledge the need for a balance between privacy and advertising technology,
Google initially considered FLoC (Federated Learning of Cohorts) but abandoned it due to privacy concerns. Advertising themes have emerged as the latest effort,
Which take advantage of users' recent browsing to specify the "topics" they are interested in. And the user should not face much trouble,
This approach, unlike FLoC, ensures privacy by computing topics locally on the user's device, revealing less about individual browsing habits.
This approach, unlike FLoC, ensures privacy by computing topics locally on the user's device, revealing less about individual browsing habits.