Joining Safari and Firefox, Google Chrome announced earlier in 2020 that they will be phasing out third-party cookies in 2022.
Google is currently planning on replacing third-party cookies with a less invasive solution called Privacy Sandbox. This new solution is being designed to protect their user’s privacy while still allowing advertisers to efficiently track and measure their campaigns.
“The first two issues Google will try to address through the sandbox are conversion measurement and interest-based advertising. Trials for click-based conversion measurement sans third-party cookies will start by the end of the year.” Privacy Sandbox will still allow advertisers to run targeted ad campaigns, but the tracking methods will be altered so that it still protects their user’s privacy. Google wants to keep both the users and the advertisers happy.
Different ideas for data sharing are currently being proposed to Google. These ideas will continuously improve and change from now until 2022. Some of these API proposals include conversion measurement, FLoC, PIGIN, aggregating reporting, privacy budget, privacy model for the web, trust token, willful blindness, and first-party sets.
Read more about these API proposals here.
With Google phasing out third-party cookies, this means that many advertisers who rely on certain tracking methods such as browser fingerprinting, will need to find new solutions. Browser fingerprinting is used to identify browsers and track user’s online activity including unique visitors and their visitor’s online behavior. “The reality is that the same privacy concerns that apply to cookies apply to fingerprinting, especially when it comes to targeting consumers based on that information,” said Tanwir Danish, managing partner and head of data and analytics platforms for the media investment company, GroupM.