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Illustration: Sarah Grillo / Axios

Google said on Tuesday that it plans to phase out support for third-party cookies in its popular web browser, Chrome, within the next two years.

Why it matters: Chrome is the last major internet browser to discontinue cookies, which means that the end of the decades-old tracking technology is finally in sight.

  • Chrome is the most widely used desktop browser in the U.S. and the second-most widely used mobile browser in the U.S. behind Safari.

Details: Unlike its rivals Apple and Mozilla, which started blocking third-party cookies by default in their browsers last year, Google says it plans to take a more gradual approach to phasing out cookies.

  • "Some browsers have reacted to these concerns by blocking third-party cookies, but we believe this has unintended consequences that can negatively impact both users and the web ecosystem," said Justin Schuh, director of Chrome Engineering in a company blog post.
  • Instead, Chrome has introduced new technologies that it hopes will enable marketers to target users efficiently online without raising user privacy or security concerns.
  • Schuh said in the post that this phased-out approach stops businesses that are being impacted by the changes from taking "blunt approaches" to working around the new policies that could risk user security.

Be smart: The move will force the digital advertising and marketing industries to adjust their businesses to be more privacy-focused.

  • For decades, advertisers relied on cookies to track users across the web and to retarget them with ads, particularly on their desktops.
  • But over the past few years, marketers began moving away from using cookies to track user browser data and instead developed better methods of tracking people across the web. These tactics are considered more effective and secure, especially since fewer people use desktop browsers these days, and most rely more heavily on mobile.

The big picture: The advertising ecosystem has evolved dramatically over the past few years as privacy regulation has evolved and consumer expectations toward privacy have increased.

  • Google rivals Apple and Mozilla already began blocking third-party cookies last year for their respective web browsers, Safari and Firefox.
  • Verizon on Tuesday launched its own privacy-focused browser called OneSearch.
  • DuckDuckGo, a decade-old, privacy-centric search engine, has seen a spike in searches over the past few years.

Go deeper: The death of the internet cookie

Go deeper

Updated 8 mins ago - Politics & Policy

Coronavirus dashboard

Illustration: Annelise Capossela/Axios

  1. Health: Fauci: Unvaccinated kids must wear masks in school this fall — CDC says schools should still universally require masks and physical distancing.
  2. Politics: New York to lift mask mandate for vaccinated people — CDC director says politics didn't play a role in abrupt mask policy shift.
  3. Vaccines: Sanofi, GSK COVID vaccine shows strong immune response in phase 2 trials — Vaccine-hesitant Americans cite inaccurate side effects.
  4. Business: How retailers are responding to the latest CDC guidance — Delta to require all new employees be vaccinated — Target, CVS and other stores ease mask requirements after CDC guidance.
  5. World: Taiwan raises COVID-19 alert level amid surge in cases — Biden administration to send 20 million U.S.-authorized vaccine doses abroad.
  6. Variant tracker: Where different strains are spreading.
2 hours ago - World

Biden backs Gaza ceasefire for first time in call with Netanyahu

Biden with Netanyahu in 2010. Photo: Debbi Hill/Pool/ Getty Images

President Biden expressed support for a ceasefire between Israel and Hamas in a call on Thursday evening with Israeli Prime Minister Benjamin Netanyahu, the White House said in a statement.

Why it matters: This is the first time since the beginning of the crisis last Monday that Biden or anyone in his administration has publicly backed a ceasefire. It will increase pressure on Israel to seek an end to the conflict, which Netanyahu has insisted will continue until Hamas' ability to attack Israel is further degraded.

4 hours ago - World

Schumer: "I want to see a ceasefire"

Photo: Sarah Silbiger/Bloomberg via Getty Images

Senate Majority Leader Chuck Schumer (D-N.Y.) told reporters Monday he wants to "see a ceasefire reach quickly and mourn the loss of life."

Why it matters: Schumer is a staunch defender of Israel and has maintained that Israel should be able to defend itself.