Google originally planned to completely abandon the use of cookies by the end of 2024, but subsequent considerations of current market developments, regulators, and developers will postpone the original implementation time.Delayed to early 2025However, in an earlier public statement, Google stated that terminating the use of cookies would be detrimental to online publishers and advertisers, so it decided not to cancel the use of cookies, but emphasized that it would use a safer method to ensure users have a better browsing experience.
According to Google's privacy sandbox project, Anthony ChavezExplainIf we decide not to cancel the use of cookies, we will make it easier for users to ensure their personal browsing security by adding additional privacy controls. For example, we will add a network IP protection mechanism to the incognito mode of the Chrome browser, and continue to strengthen the privacy sandbox API function, so that users can still ensure their personal privacy when viewing web content through the Chrome browser.
However, Google's decision to abandon cookies is believed to be driven by a desire to avoid antagonizing content providers and advertisers, which would affect its advertising-based profit model. By improving privacy protections, Google is also meeting regulatory scrutiny of its operating mechanisms.
Prior to this, Google stated that it would start implementing it in the Chrome browser in the first quarter of this year, gradually allowing users to switch to the new privacy sandbox operation mode, and use the Topics algorithm to push advertisements of interest to users in an artificial intelligence manner without affecting the user's personal privacy. It is expected that the use of cookies will be completely abandoned by the end of this year.
In an earlier public statement, Google expects to continue using cookies until the end of this year and will cooperate with regulatory agencies such as the UK Competition and Markets Authority and the UK Information Commissioner's Office. If a consensus on the use of new technologies can be reached before the end of this year, cookies may no longer be used as early as early 2025, and a new privacy sandbox model may be used to ensure user privacy while maintaining online advertising content operations.
Google said that the new privacy sandbox technology and Topics algorithm can push advertisements of interest to users in an artificial intelligence way without affecting their personal privacy.
However, the UK Competition and Markets Authority believes that the new approach will concentrate advertising spending more on Google itself, and therefore believes that the new approach will make it more advantageous for Google to increase its revenue through advertising.
