Third-party cookies are an asset to marketing – and a thorn in the side of anyone who values privacy. Thanks to the cookies, it is possible to track users and create profiles based on the data obtained, which then makes it possible to target advertising. In this way, the user is primarily shown the products and services as advertising for which they have already expressed an interest by visiting websites and as a result, much better conversion rates were achieved. However, as already mentioned, not everyone is so enthusiastic about the possibilities that third-party cookies offer and so some browsers have now completely blocked them.
Google Chrome takes a different approach. There, too, they are not enthusiastic about how cookies are currently used. Instead of completely blocking it, the Privacy Sandbox Initiative, which was announced in 2019, aims to create a new technology that makes certain profile data accessible and stores it locally at the user. However, this technology is not yet available, so they now want to make the third-party cookies more secure with the Chrome browser. From Chrome 80 onwards, websites should only be allowed to store cookies if they have an HTTPS connection. This is supposed to ensure that the providers of these cookies adhere to at least some security standards and that there is also some protection for users.
The privacy sandbox technology that has already been announced will be published later this year, so that a completely new way of using cookies is possible. How this will ultimately work is interesting for many. In any case, it is positive that a complete blockade is not an option for Google. But that is certainly also due to the fact that Google is a browser manufacturer, but also an operator of an advertising network. So they see the problem from different perspectives and are focused on creating solutions with which both sides can work well.