Google is well known for how it allows third-party cookies to track users, but this time, they are taking the matter seriously. Google has committed to phasing out (block) third-party cookies by 2022. Right now, the firm is working on a privacy-protection API that will get implemented fully by 2022.

Google takes tracking requests seriously – to phase out third-party cookies.

Moreover, [the] firm also says that they are not going to make any alternative after phasing out third-party cookies. Also, in his blogpost, David Temkin, Director of Product Management, Ads Privacy and trust, says:

Keeping the internet open and accessible for everyone requires all of us to do more to protect privacy — and that means an end to not only third-party cookies but also any technology used for tracking individual people as they browse the web. We remain committed to preserving a vibrant and open ecosystem where people can access a broad range of ad-supported content with confidence that their privacy and choices are respected.

As per Google, the alternative isn’t going to be a profitable long-term investment, and this will also hamper user’s privacy and security on the top. And Google has already decided not to go in that direction, by introducing new privacy-protection APIs in their ads, which can benefit both advertisers and publishers without individually tracking users.

Source: Android Central

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