In August, Google announced its Google Chrome “Privacy Sandbox” initiative to use open standards to build a more private web. Today’s Chrome developer provided an update, including how it plans to end third-party support for cookies, timelines, and the community’s response.
Google’s approach is driven by not entirely shunning advertising, which includes its own, given its importance in supporting online business. That said, it sees ad tracking as “now being used far beyond its original design intent” and not corresponding to user privacy expectations.
Chrome plans to “phase out third-party cookies support” within two years of ensuring a good solution for users, publishers and advertisers while at the same time mitigating workarounds. Google will launch anti-fingerprinting measures later this year to“detect and mitigate covert tracking and workarounds.”
Testing of third-party support for cookies in Chrome via browser original trials will begin by the end of the year, starting with conversion measurement and then customization.
After industry work on creating an alternative and phasing out Flash, the company today affirmed its belief in a standard based approach.
In the meantime, other work on privacy and security in the browser continues with Google. Starting next month, Chrome will limit insecure cross-site tracking by treating cookies that not only do include a first-party SameSite label, and requiring third-party cookies to be accessed through HTTPS. That will give you more precise browser cookie controls in addition to increasing security.