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In recent years, the issue of online user privacy has become central to the technological and regulatory debate.
\nIn this context, Google’s decision(postponed over and over again<\/u>) to eliminate support for third-party cookies on Chrome by 2024<\/a><\/strong> represents a significant turning point.
\nThis move will profoundly affect the way digital companies and advertisers operate online<\/a>, prompting them to explore and adopt alternative solutions<\/u>. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The Role of Third Party Cookies<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Third-party cookies<\/strong> are critical tools for the online advertising industry.
\nThese small data files, stored on users’ browsers from domains other than the one they are visiting, enable tracking of users’ online activities on different websites.
\nUsing these cookies, advertisers can create detailed profiles of users and deliver highly personalized ads.
\nMany tools we are used to using make use of them: Google Analytics, Facebook Pixel, Linkedin Insight Tag<\/u> and many others…
\nHowever, as privacy concerns have increased, the use of these cookies has come under increasing scrutiny. <\/p>\n
Many other browsers have preceded Chrome in this race for compliance, after GDPR came into effect in Europe, so it is time (albeit late) to prepare for the big change.<\/p>\n
Google’s decision to eliminate third-party cookies<\/strong> follows a broader trend in the browser industry.
\nApple’s Safari and Mozilla’s Firefox have already implemented measures to limit the use of these cookies.
\nGoogle, through Chrome, intends to improve user privacy by reducing the amount of data shared without explicit consent<\/strong>. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Consent collection tools like Iubenda will still play a central role
entrust them to manage your cookie banner!<\/a><\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t $\"\"$ \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Privacy Sandbox: Google's response<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tTo mitigate the impact<\/u> of third-party cookie deprecation, Google has introduced the Privacy Sandbox<\/a><\/strong>.\nThis set of technologies aims to provide effective alternatives for online advertising, tracking and user experience measurement while maintaining high privacy standards.\nThe main components of the Privacy Sandbox include:
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FLoC (Federated Learning of Cohorts)<\/strong>: This technology groups users based on similar browsing behaviors, allowing advertisers to target groups rather than individuals.\nThis approach aims to protect privacy by reducing the granularity of tracking. <\/li>\n
TURTLEDOVE: This project proposes a model in which user data information remains on the user’s device, enabling interest-based advertising without the need to track individual users across multiple sites.<\/li>\n
Conversion Measurement API<\/strong>: This API enables measurement of ad conversions in a privacy-friendly way, avoiding the use of cross-site identifiers.<\/li>\n<\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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But the Privacy Sandbox seems not to satisfy both the market
and the laws imposed by various nations, its future is uncertain and needs to be followed<\/a><\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t $\"\"$ \t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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First-party cookies: a viable alternative<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Another significant solution is the adoption of first-party cookies<\/strong>.
\nThese cookies, created and managed directly by the website the user is visiting, are considered less intrusive than third-party cookies.
\nThey allow sites to collect data on user interactions within their domain, improving user experience and personalizing content without compromising privacy. <\/p>\n
Although their integration appears to be impractical at the moment, we recommend relying on tools that can facilitate the work such as Stape<\/a><\/strong>(take a read of their detailed blog<\/em>).<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Conclusions<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tThe elimination of third-party cookies presents a challenge<\/strong>, but also anopportunity to innovate<\/strong>.\nCompanies will need to adapt quickly, exploring new tracking and measurement techniques that respect users’ privacy.\nFor example, the use of machine learning and artificial intelligence technologies can help predict users’ behaviors without the need to track them individually.\nIn our opinion, it pays to learn more about the use of first-party cookies and prepare for a change in technology.\nThe end of support for third-party cookies on Google Chrome marks the beginning of a new era for the web.\nAlternatives such as the Privacy Sandbox and first-party cookies offer opportunities to build a more secure and privacy-friendly online environment.\nThe companies that can innovate and adapt to these new technologies will be the ones that thrive in this changing digital landscape. \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We at f.technology have been closely following this issue for some time and are ready for change.\nRely on us to find new solutions <\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Is your site GDPR compliance?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Request a free analysis from our specialized WordPress technicians:
are ready to bring you into compliance with all privacy regulations!<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Consent collection tools like Iubenda will still play a central roleentrust them to manage your cookie banner!<\/a><\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t