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With the aim of improving the privacy of internet users, Google announced a new initiative at the end of 2019: Privacy Sandbox. One of the aspects addressed in this initiative, which will be given priority in the coming years, is ending support for cookies from external parties.

Google is not the only company to come up with such an initiative: Firefox and Safari also thought that they would stop supporting third-party cookies. In the case of Google, however, a quite aggressive approach is being taken: the goal has to be achieved within two years.

Simply dropping support is not on Google’s agenda. Instead, they want to see how the functionality of cookies can be retained (such as login data) and websites can still generate revenue through advertising, but without collecting personal data from users.

Questions for external parties

Especially the latter will be a difficult issue, as advertisers like to advertise on websites (with specific content) where goals can actually be achieved. Without certain information (collected with cookies) this will be more difficult and website operators fear that they will be able to collect less income.

For Google, however, it is important to find a working solution in that area in particular: after all, it has a considerable place in the ecosystem of advertisers. This while competitors such as Firefox can force a complete block of third-party cookies, as they do not have that position there.