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Google is saying goodbye to cookies. This system, which has been used for years to collect user data on behalf of users, is dated: Cookies will no longer be supported in Chrome by the end of 2023. 64.92% of all web traffic on Chrome.
The company announced the planned dates for opting out of cookies as part of a two-phase privacy sandbox initiative in late 2022 and mid-2023. Next up is the controversial FLoC (Federation of the United Nations), which has already faced opposition from several companies and is actually being investigated by the European Commission.
“Google has made it difficult for rival online advertising services to compete in the so-called ‘ad tech stack’,” warned Margrethe Vestager, VP competition at the European Commission.
The tourism industry is gearing up for change as marketers can no longer use third-party cookies for cross-site data collection, retrieval and advertising services. According to Sojourn, aggregated flight and hotel searches, incoming hotel bookings and financial data reveal broad industry trends to help marketers tailor campaigns to needs and wants.
By combining transaction performance with current inventory data, marketers can target past guests who have stayed at the property or those who have stayed in recent months and show interest in staying again. Travelolution explains that by using historical booking data, including online and offline purchases, marketers can see who is a repeat traveler and create customized experiences to build brand loyalty.
Google insists that the Privacy Sandbox aims to establish a series of open standards to improve privacy on the web, providing transparency and greater control over how data is used. In practice, this means that cookies will be replaced by the new paradigm imposed by FLOC, a system that allows users to group users with similar interests and theoretically hide certain user data without harming them or advertisers. interests.
To achieve this, Google has a two-step roadmap for the Chrome browser to stop supporting cookies.
- Phase 1 (beginning in late 2022): Once the tests are completed and the APIs are launched in Chrome, this phase will begin where publishers and the advertising industry will have “the necessary time to migrate their services.” This phase will last for nine months, during which time the acceptance and feedback of the technology will be monitored before moving to phase 2.
- Phase 2 (starting in mid-2023): Chrome will start turning off third-party cookies in three-month intervals until they are completely gone by the end of 2023.
Google’s goal is to achieve universal cookies in Chrome by the end of 2023. So the deadline is long, but this idea has faced criticism from several companies, such as Brave, DuckDuckGo or Mozilla, who doubt that it protects privacy.
Other bodies such as the Electronic Frontier Foundation (EFF) describe FLoC as a “terrible idea”, but if there is a major obstacle, it can be imposed by the European Commission, which will investigate this initiative.
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