Google plans to end support for third-party cookies, which fuel much of the digital advertising ecosystem, in its Chrome browser within two years, reports CNBC, which added that “cookies are small pieces of code that web sites deliver to a visitor’s browser, and stick around as the person visits other sites. Third-party cookies are often added by advertisers and ad networks, in addition to the site the user is actually visiting, and can be used to track users across multiple sites, and to target ads and see how they perform.”

The CNBC post reported that Justin Schuh, director of Chrome engineering, in a blog post “said Google will phase out support for third-party cookies in Chrome once it has figured out how to address the “needs of users, publishers, and advertisers” and it has developed tools to “mitigate workarounds.”

“The changes, amid regulatory conversations and other moves in the digital world toward more privacy features, will affect how some advertising players reach consumers online.”

More here.

Leave a Reply

Your email address will not be published.