Google already announced in January 2020 that it would no longer use third-party cookies in two years at the latest. Instead, starting in March, a new technology will be tested in the Chrome browser that enables personalized advertising without cookies.
Although Google has turned to the W3C web standards organization to prevent suspicions of abuse of market power in developing the cookie successor, the UK’s antitrust regulator has already launched an investigation into Google’s plans.
Personalized advertising in focus
The focus of the development is not only the replacement of third-party cookies, but a combination of technologies that together should improve the playout of personalized advertising without completely violating the privacy of users.
The privacy measures bundled under the name „Privacy Sandbox“ include Federated Learning Of Cohorts (FloC). Instead of storing cookies in the user’s local browser, as was previously the case, in order to use them to create personal...
