Google will phase out support for third-party cookies in its Chrome browser, according to the report in the official blog of the company.
As it is said in a Chromium Blog: "In August, we announced a new initiative (known as Privacy Sandbox) to develop a set of open standards to fundamentally enhance privacy on the web. Our goal for this open source initiative is to make the web more private and secure for users, while also supporting publishers.
Privacy Sandbox can sustain a healthy, ad-supported web in a way that will render third-party cookies obsolete. Once these approaches have addressed the needs of users, publishers, and advertisers, and we have developed the tools to mitigate workarounds, we plan to phase out support for third-party cookies in Chrome. Our intention is to do this within two years."
This measure is necessary to increase the privacy level of Chrome users, although innovation may lead to reduction in Google's revenue from online advertising.
Cookies allow sites to store information about their visitors – their country, language, etc. They help site owners increase the effectiveness of their advertising. In order not to show users the same ads, as well as to make them useful to them (for example, using data on pages they visited). Many websites, such as the media and blogs, show ads to their visitors through partnerships with Google.
Safari browser from Apple and Mozilla's Firefox have already banned third-party services from using cookies to track users on other sites.