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Google’s Plans To Kill Third-Party Tracking Cookies in Chrome Hits Major Roadblock As Proposal Rejected

Google began the year with a major setback after its proposal to kill third-party cookies in the Chrome Browser was recently rejected.

The whole idea was to prevent the idea of targeted advertising from being eliminated through this means but it seems like the plan won’t be able to continue further after rejection by the main web standard firm.

News like this is never great for anyone to hear especially when you’re talking about the online ad industry of today that’s racing to achieve its deadline for 2024. This was when the search engine giant hoped to eliminate tracking through this means from its Chrome, which in case you didn’t know is the world’s leading browser for searches.

Google says it has been working hard since 2020 to try and experiment with cookieless proposals which would be a part of the new initiative called Privacy Sandbox. The design enables targeting advertising to work across the web but in a manner that makes sure privacy is guaranteed.

One common proposal would include Topics API which outlines a plan for advertisers to keep on targeting ads toward visitors on the website across a broad range of topics. Be it fitness, books, or more- it’s all related to the user’s browsing history. The latter is taken from the respective website and considered over a three-week timespan.

These topics end up surfacing through the likes of interest generated by that user over a certain period of time that was equivalent to it. The thought of Google not being able to benefit from this and going back to the drawing board with its plans isn’t the best news.

The W3C made it very clear recently when it requested the company not to move ahead with the plan of Topics API as a part of the current form.

This new proposed API seems to continue on with its status of incorrect web surveillance and the body does not wish to see it further again, as confirmed in a recent statement sent out by the group that handles all the web architecture.

Meanwhile, one spokesperson from Google was quick to mention how it did find the insights useful but it did not agree with the clause linked to third-party cookie tracking. Nevertheless, the firm is moving ahead with the news.

The W3C feels strongly about how third-party cookies may serve as glue to stitch data together from different categories and those related to users to create the right profiles. They may similarly be utilized for the likes of customizing data in a manner that’s more discreet. This would entail the potential to choose which ads tend to display to certain groups of people by taking into the likes thier protected characteristics. A common example could be their race.

The U-turn by the W3C is the most recent snap that it has embarked upon to kill Google’s plans. As it is, Google is in hot waters as it has delayed the timeline to get rid of third-party cookies more than twice. And there are so many antitrust watchdogs after the company and watching its every move, including this one.


Read next: Google Tells US Supreme Court That The Internet Would Be A Mess Without Recommendation Algorithms

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