Yesterday Google announced that support for third party cookies in its own browser will be rolled out with 2 years. Third-party cookies are living on the edge as major browsers have rejected them. Chrome will replace third-party cookies with browser-based tools and techniques.
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Third-party cookies will be replaced with the browser-based tools as part of the “Privacy Sandbox” initiative. Privacy Sandbox was first introduced in last year August following with the announcement of Google I/O.
Balance Out Privacy
Google’s main objective is to create an environment for personalization that protects users’ privacy too. Google further said this will require new approaches by ensuring that users get the relevant ads and sharing of data to be minimized and try to keep users’ information to the device only.
Targeting Audience Strategies
The Privacy Sandbox device imagines concentrated on and conversion measurement happening in the browser environment through “privateness keeping APIs.”