Google’s Cookie Revolution Is Here

One of most people’s biggest internet browsing frustrations is third-party cookies. We’re told that they improve our experience as internet users. In reality they are often seen as invasive and annoying. They are why that product you recently looked at online follows you on your internet journey in the form of adverts.

Google Chrome is phasing out its support of third-party cookies. The reason for this action was announced within Google’s blog: “Our goal for this open-source initiative is to make the web more private and secure for users, while also supporting publishers.”

This is significant news as Chrome is by far the most used browser across the world with 65.52% of market share. Safari (18.78%) and Edge (4.3%) have already taken these steps. Therefore, whilst not the first to take this action, the removal of third-party cookies from Google Chrome is set to have the biggest impact.

3 Benefits of Banning Third-Party Cookies

Whilst user privacy is the ‘official’ explanation from Google for its plan, there are wider issues that this step addresses:

1. Complying With Regulations

“The requirements to disclose and gather consent for third parties brought about by the EU’s updated privacy rules have led to the adoption of tools such as IAB Europe’s Transparency and Consent Framework,” explains publisher Marfeel. “Through allowing third-party cookies, Chrome is effectively letting a huge network of advertisers access user data. Visit one website and your information can be accessed by a whole network of sites that have access to the advertiser’s cookie.“

Marfeel adds: “Rather than keep exposing publishers to this, blocking third-party cookies makes user privacy simpler, Google is giving themselves the time to make changes before tightening of regulation forces them to.”

2. Protecting User Privacy

Most users do not want cookies tracking their moves across websites. Many browsers allow automatic blocking of third-party cookies however people don’t often opt out.

Marketing intelligence supplier Tinuiti says: “In response to the perceived lack of transparency and control for individuals, data breaches, and “creepiness” in advertising, privacy legislation from the EU and California now give users control over their data. Effectively, these policies give users the ability to block various tracking technologies or request the deletion of their data.”

Though Google wants to ensure users’ privacy, it doesn’t want to do so at the cost of the advertising industry it relies on. Until Google implements an alternative, it will be working to make the current technologies more private and secure, such as by limiting insecure cross-site tracking.

3. Improved User Experience

As the number of persistent cookies builds up on your computer, they can contribute to slow Internet performance. Deleting the cookies can lead to faster overall Internet access but may also cause slower access to websites visited frequently.

“Using a reliable and secure internet connection plus ensuring that your computer is maintained regularly helps to keep your browsing experience safe and quick,” says Eric Hughes of EMH Technology. “Guidance on the necessary steps should be offered by your IT support provider, along with the option of desktop support to help any team members who need help to action the maintenance points involved.”

If you would welcome an informal discussion about ensuring you and your team enjoy optimum online efficiency, please let us know.