Google has announced a move away from cookies—or 3rd party ones, at least—and marketers aren't happy with Google.
a plan to move away from third party cookies, with the initiative behind the move set to take its place. The aim, according to Google, is to “make the web more private and secure” for users—while still supporting the businesses of publishers.
As a quick reminder, cookies are small files that contain information—when you visit a website, a cookie gets sent to your computer by the site, which is then stored inside your web browser. These cookies contain login information, site settings, and other details, and third party cookies, in particular, consist of information that can be used for ad targeting—but have been subject to privacy concerns in recent times.
Privacy Sandbox, instead, utilises machine learning to study the browsing habits of users who are grouped based on similar browsing patterns. The information is then stored in your browser, unlike cookies . In a nutshell, it appears that privacy is the name of the game here. We’ll still see targeted ads and browsing patterns will still be tracked, but third party cookies won’t be a part of the picture anymore. According to Justin Schuh, Director of Chrome Engineering at Google:
“Users are demanding greater privacy–including transparency, choice and control over how their data is used–and it’s clear the web ecosystem needs to evolve to meet these increasing demands.”
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