Google has taken one of the first steps towards removing third-party cookies from Chrome.
Starting today, Google will start rolling out a new version of Chrome that can prevent cross-site tracking.
Chrome 80 will enforce a new “secure-by-default cookie classification system”, which requires publishers using Chrome to show how third-party cookies work.
The changes mean cookies that are not correctly classified could effectively limit a website’s functionality.
how does it work?
Cookies will be restricted to first-party by default, meaning developers must explicitly mark all third-party cookies for access.
Google will be using the ‘SameSite’ attribute, which forces developers to indicate how certain cookies behave.
All cookies that are not given a SameSite attribute will be restricted to first-party only.
The changes mean third-party cookies will only be sent over the more secure HTTPS connections.
Although the new version of the browser is available today, Google will not start enforcing the new cookie classification system until later this month.
“This will make third-party cookies more secure and give users more precise browser cookie controls,” said Google director of Chrome engineering Justin Schuh.
why it matters
The classification changes mark the first of what will no doubt be a host of updates around Google Chrome and how it tracks users in the coming years.
Third-party cookies, which track user behaviour across the internet and allow advertisers to create targetted campaigns, are increasingly seen as an invasion of user privacy.
Google announced last year it would be removing the tracking technologies from its browser, which accounts for around 70 per cent of desktop and 40 per cent of mobile browser market share.
But the tech giant surprised many last month when it announced it was hoping to phase out third-party cookies within two years.
Moving away from cookies, Google will soon be opting for a ‘Privacy Sandbox’ as a way to protect user privacy while also promoting free access to content and promoting publishers.
“We are confident that with continued iteration and feedback, privacy-preserving and open-standard mechanisms like the Privacy Sandbox can sustain a healthy, ad-supported web in a way that will render third-party cookies obsolete,” Schuh said.
And while changes such as the latest Chrome update put increased pressure on publishers to ensure they are compliant, it seems the industry is prepared for life after cookies.
“Every major publisher has been working on a combination of publisher first-party data, signed on users, and standardised Universal IDs,” Rubicon Project country manager Rohan Creasey told B&T last month.
Please login with linkedin to comment
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]