Internet cookies are something necessary to be able to have the Internet as we need it. However, these cookies have both good and bad, since just as they allow us to have a personalized experience when we browse the Internet, they are also used by third parties to track us wherever we go and show us personalized ads. For some time now, Google has been working on an alternative to these cookies with which it promises to revolutionize the Internet. And, furthermore, it is closer than ever.

Broadly speaking, what Google is looking for is prevent a cookie from identifying a user concrete, but rather that users automatically become part of one, or several groups depending on their interests. In this way, what the websites that use tracking to show personalized advertising will see will be the groups to which the user belongs, being able to show ads and recommendations based on these groups.

In this way, companies will be able to continue showing personalized experiences in the form of advertising, but at the same time the privacy of the users is maintained. In addition, they will have control over the groups to which they belong at all times, and can easily leave any of them to stop being part of it.

Google Chrome Cookies

This is how Google will eliminate third-party cookies

Although the company has been working on this solution for more than 3 years, and weighing all the cons and problems it may have, this new reality is already very close. If everything goes as planned, Google should start removing cookies from 1% of users in the first quarter of 2024. A very critical period since it will be where all types of compatibility problems must really be addressed. During this period, Google will release temporary solutions that will help mitigate these issues. You could even allow cookies on some websites in case they cause real headaches for users.

The first version of the browser prepared for this change will be Chrome 120, which will arrive before the end of the year. However, Google is aware of the importance of the Christmas campaign for many Internet companies, so the tests will not start until after this period.

Google hopes that, once this new cookie system is launched, websites will begin to use the Privacy Sandbox API and begin to gradually turn their backs on third-party cookies. This will facilitate the migration to the new system, and the impact on users and companies will be minimal.

What will happen to the rest of the browsers?

Google is the only company that has the ability to do this, since its market share is the largest. And, for this reason, the websites and the rest of the Internet companies are going to follow in their footsteps, since they have no other choice.

Similarly, Edge, Opera, Vivaldi and all other Internet browsers based on Chromium They will, no matter what, have to switch to Privacy Sandbox and turn their backs on cookies. The one who is going to have it most complicated, and who will have no choice but to jump through the hoop, is going to be Firefox. Having a totally different engine, it will have to be Mozilla that makes your browser block cookies and start using these new privacy options.