Google Set to Say Goodbye to Chrome Apps From March This Year

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Illustration by Tam Nguyen  Ad Age

Looking back, Google launched Chrome Apps in 2013 where "packaged apps" were built with HTML5, CSS, and JavaScript. The company has always believed that restricting cookies would lead too much to websites that use more covert means to track people.

Cookies are a tool within browsers that allow website operators to save data about users, so that for example, they can keep a particular user logged into a website over multiple days. Small pieces of data stored by web browsers like Google Chrome and Apple Safari while users surf the Internet.

The move, set to take effect by 2022, could "choke off the economic oxygen from advertising that startups and emerging companies need to survive", the Association of National Advertisers and American Association of Advertising Agencies said in a statement issued Thursday.

"The progress of modern browsers puts the Web in a good position to answer the vast majority of use cases - evident in the success of companies like Figma and our own products like Google Earth".

While Google hasn't yet defined what it prepares to change cookies with, the quantity of individual information it gathers anyhow implies it may not matter. We will also collaborate with Google in this effort, so we can all ensure the digital advertising marketplace continues to be competitive and efficient. For instance, currently, you can tell the Chrome browser's privacy and security settings to delete all the cookies.

Google, alternatively, is taking an extra cautious strategy. Its anti-tracking feature, intelligent tracking prevention, shortens the life span of cookies used by Apple's Safari web browser. Rather than showing you a Nike ad because you were shopping for shoes two hours ago, you'll get a Nike ad because you're reading about the Olympics.

Cookies are developed to permit websites to log your activity, while third-party cookies offer permission to some undesired sites, that we don't are always aware. Therefore, users will continue to use the plug-ins they already have and will also be introduced to new plug-ins. "It is yet another example of Google diminishing ad rivals' access to data for the stated goal of protecting users' privacy", said Dina Srinivasan, a lawyer focused on competition issues.

Google announced on Tuesday (14 January) that it wants to make third-party cookies "obsolete" and hopes to develop alternative standards to "sustain an ad-supported web" that may be less invasive. More specifically, cross-site cookies. However, Google has relented and says that Chrome will block third-party cookies within two years. This is where the Privacy Sandbox initiative comes into play.

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