{"id":4651,"date":"2024-01-09T21:41:15","date_gmt":"2024-01-09T20:41:15","guid":{"rendered":"https:\/\/bigfive.it\/?p=4651"},"modified":"2024-01-12T13:07:50","modified_gmt":"2024-01-12T12:07:50","slug":"google-chrome-has-started-blocking-third-party-cookies-for-1-of-users-worldwide","status":"publish","type":"post","link":"https:\/\/bigfive.it\/en\/google-chrome-ha-iniziato-a-bloccare-i-cookie-di-terze-parti-per-l1-degli-utenti-mondiali\/","title":{"rendered":"Revolution in Chrome: Goodbye Third Party Cookies, Here&#039;s What&#039;s Changing Now"},"content":{"rendered":"<h2 class=\"wp-block-heading\">Google Chrome has started blocking third-party cookies for 1% users worldwide.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google Chrome has introduced Tracking Protection, drastically limiting the use of third-party cookies. Deleting third-party cookies from Chrome represents <strong>an important step forward in protecting online privacy<\/strong>. Not only this initiative <strong>improves security and user control over their data<\/strong>, but it also marks a new direction in the digital world, where privacy is at the center of technological concerns.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Experimentation started in Chrome<\/strong>: <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>As of January 4, Chrome began testing Tracking Protection<\/strong>, a revolutionary measure to restrict access to third-party cookies. This feature will be initially <strong><em>available for 1% Chrome users globally<\/em><\/strong>. This represents a key step in Google&#039;s Privacy Sandbox initiative, with the goal of completely eliminating third-party cookies in the second half of 2024.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"960\" height=\"660\" src=\"https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome.jpg?strip=all\" alt=\"\" class=\"wp-image-4653\" title=\"\" srcset=\"https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome.jpg?strip=all 960w, https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome-748x514.jpg?strip=all 748w, https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome-600x413.jpg?strip=all 600w, https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome-768x528.jpg?strip=all 768w, https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome-18x12.jpg?strip=all 18w, https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome.jpg?strip=all&amp;w=96 96w, https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome.jpg?strip=all&amp;w=192 192w, https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome.jpg?strip=all&amp;w=288 288w, https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome.jpg?strip=all&amp;w=384 384w, https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome.jpg?strip=all&amp;w=480 480w, https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome.jpg?strip=all&amp;w=672 672w, https:\/\/es8d9p5ed9o.exactdn.com\/wp-content\/uploads\/2024\/01\/popup-privacy-chrome.jpg?strip=all&amp;w=864 864w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Historical Role of Third Party Cookies<\/strong>: <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For nearly three decades, third-party cookies have been a mainstay of the web. Used not only for tracking user activity but also for essential features such as site access and ad personalization, <strong>they played a crucial role in the online experience<\/strong>. However, their elimination marks an important shift towards giving users more control over their privacy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Chrome&#039;s Approach to the Transition<\/strong>: <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Google has taken a responsible approach to eliminating third-party cookies. New tools have been developed to support key use cases with timescales that should allow developers to adapt. <strong>Tracking Protection will be implemented gradually<\/strong> to allow for thorough testing and preparation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>How Tracking Protection Works<\/strong>: <\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Users randomly selected for testing <strong>they will receive a notification when they open Chrome<\/strong>. While browsing,<strong><em> third party cookies will be restricted by default<\/em><\/strong>, reducing the ability to track users across different websites. <br>If a site does not function properly due to this limitation, Chrome provides the option to temporarily reactivate cookies for that site.<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"926\" style=\"aspect-ratio: 772 \/ 926;\" width=\"772\" controls src=\"https:\/\/bigfive.it\/wp-content\/uploads\/2024\/01\/google-chrome-anti-tracciamento.mp4\"><\/video><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">How to understand if you are included in the Chrome experimentation?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You are part of this trial if:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The popup shown at the beginning of the article appeared when you started your browser<\/li>\n\n\n\n<li>In the options next to the URL of a site you will find the item &quot;Anti-Tracking Protection&quot; as shown in the video above<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Impact on E-commerce Conversion Measurement<\/strong> and websites:<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A crucial aspect to consider with the introduction of Tracking Protection in Chrome is <strong>its impact on conversion measurement<\/strong>, particularly relevant for e-commerce sites. Third-party cookies have long been a key component in tracking the user&#039;s path to purchase, allowing online retailers to <em><strong>understand the effectiveness of their marketing strategies and optimize user experience<\/strong><\/em>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By eliminating third-party cookies, <strong>e-commerce companies will have to adopt alternative methods for measuring conversions<\/strong>. This may include the use of first-party tracking technologies, which require more direct interaction with the customer, or advanced analytics tools that respect user privacy but still provide meaningful data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Measuring conversions with external tools will have to adapt, while <strong>measurement via Google&#039;s internal tools should not be affected<\/strong> after the implementation of Google Consent Mode v.2.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This transition will require strategic and technological adaptation. E-commerce companies will have to balance the need to collect data for personalization and conversion optimization with the growing demand for privacy from users. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In summary, while Tracking Protection improves privacy, it also presents new challenges and opportunities for the e-commerce industry. <strong>It will be crucial for marketers and e-commerce owners to stay updated on the latest technologies and strategies<\/strong> to ensure effective measurement of conversions in a post-cookie era.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h4 class=\"wp-block-heading\">References<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/blog.google\/intl\/it-it\/il-prossimo-passo-verso-leliminazione-dei-cookie-di-terze-parti-in-chrome\/#:~:text=Cosa%20aspettarsi%20da%20Protezione%20antitracciamento&amp;text=Se%20si%20viene%20selezionati%20per,utenti%20sui%20diversi%20siti%20web.\" data-schema-attribute=\"mentions\" rel=\"nofollow noopener\" target=\"_blank\">Press release from Google blog<\/a><\/p>\n\n\n\r\n<div class=\"in-evidenza-blog\">\r\n<h2>Contact BigFive for customized e-commerce solutions and effective marketing strategies.<\/h2>\n<div class=\"pulsante\"><div>\r\n            <p><a href=\"https:\/\/bigfive.it\/en\/contacts\/\">Request a quote<\/a><\/p>\r\n        <\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Google Chrome ha iniziato a bloccare i cookie di terze parti per l&#8217;1% degli utenti mondiali. Google Chrome ha introdotto la Protezione Antitracciamento, limitando drasticamente l&#8217;uso dei cookie di terze parti. L&#8217;eliminazione dei cookie di terze parti da Chrome rappresenta un importante passo avanti nella protezione della privacy online. Questa iniziativa non solo migliora la [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":4654,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[29],"tags":[],"class_list":["post-4651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital"],"acf":[],"_links":{"self":[{"href":"https:\/\/bigfive.it\/en\/wp-json\/wp\/v2\/posts\/4651","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bigfive.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bigfive.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bigfive.it\/en\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/bigfive.it\/en\/wp-json\/wp\/v2\/comments?post=4651"}],"version-history":[{"count":0,"href":"https:\/\/bigfive.it\/en\/wp-json\/wp\/v2\/posts\/4651\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bigfive.it\/en\/wp-json\/wp\/v2\/media\/4654"}],"wp:attachment":[{"href":"https:\/\/bigfive.it\/en\/wp-json\/wp\/v2\/media?parent=4651"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bigfive.it\/en\/wp-json\/wp\/v2\/categories?post=4651"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bigfive.it\/en\/wp-json\/wp\/v2\/tags?post=4651"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}