Chrome and cookies: what future scenario awaits us?

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Google has decided to make its users' browsing on Google Chrome safer, which is why it has announced that it will eliminate third-party cookies in two years. What will be the repercussions for advertisers?
Google Chrome is killing cookies: what impact will it have on tracking?

Google Chrome and cookies will go their separate ways over the next two years. In fact, already in mid-January, the US multinational announced its intention to eliminate third-party cookies from its browser, imitating angola email list Firefox and Safari. What could be the consequences of this change for advertisers?



First of all: what are third-party cookies and what are they used for?
Let's see together what cookies of this type are and what function they perform. In simple terms, they are small fragments of code that are sent to your computer, mobile phone or any other device when you access a web page, but they are not actually elements of that domain. Their purpose is to track your search habits in order to offer you personalized ads.

Then there are cookies that belong to the specific site you are visiting and that will be used to show ads with those products you have already viewed and that would like to encourage you to purchase.



What is the motivation behind this choice by Google?
Privacy is a topic that increasingly concerns users and that, among other things, is now at the center of many European legislations that are trying to regulate it little by little. Just think, for example, of the proposal recently launched by IAB that provides for the creation of a single personalized and standard token that works via blockchain and that thus guarantees absolute security for user data.

Safari and Firefox have been ahead of the curve by blocking third-party cookies on their search engines for a while now: Apple in 2017 and Firefox in mid-2019. That's why Google Chrome, pushed by various pressures, has finally decided to take a stand by setting a deadline for the use of these cookies.

Justin Schuh , Google's director of engineering for Chrome, announced the decision: "We're eliminating third-party cookies because our goal is to make the internet a more private and secure place for users."