Google has just announced that it will phase out third-party cookie support in Chrome over the next two years, citing higher user demands for privacy and data control rights. Both Mozilla Firefox and Apple Safari have taken strong steps to block third-party tracking, and Google Chrome clearly doesn’t want to lose market share because of privacy practices.
(Screenshot via Neowin)
Justin Schuh, Chrome’s director of engineering, acknowledged in the announcement that several competing browsers had begun blocking third-party cookies, but that doing so would also have “unintended consequences” and would be detrimental to the network ecosystem.
Blocking third-party cookies only encourages opaque users to “fingerprint” identification, he says. However, in keeping with the industry’s pace, the company also develops privacy protection solutions that gradually remove support for third-party cookies in Chrome.
Starting in February, Chrome will limit unsecured cross-site tracking. After this adjustment, third-party cookies must use HTTPS and anyone that does not contain the SameSite tag will be treated equally.
To detect and mitigate more secret tracking, Google will develop anti-fingerprint recognition technology later this year and deploy it in browsers.
Looking ahead, Google will work with other browser developers and advertisers to propose privacy-friendly mechanisms to keep the network healthy.
To ensure that the new solution meets the needs, Google wants to actively submit feedback in GitHub and the Web Standards community, and interested friends can submit questions or send mail directly to the W3C Standardization Organization.