Etiqueta: chrome

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Google cancela los planes de eliminar las cookies de terceros en Chrome

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Google no desaprobará las cookies de terceros después de años de prometer hacerlo. Google introducirá una nueva experiencia en Chrome.

Fuente: https://searchengineland.com

Google está cambiando de rumbo y no eliminará las cookies de terceros en Chrome como se había planeado previamente, optando en su lugar por un nuevo enfoque que da a los usuarios más control, anunció la compañía hoy.

Por qué nos importa. Esta decisión marca un cambio significativo en la estrategia de privacidad de Google y será un alivio para muchos en la industria publicitaria que han estado preparándose para un futuro sin cookies.

Detalles:

Google introducirá una «nueva experiencia» en Chrome que permitirá a los usuarios tomar decisiones informadas sobre la privacidad de su navegación web. Las APIs de Privacy Sandbox seguirán siendo desarrolladas y estarán disponibles como alternativas. Google está discutiendo este cambio con los reguladores, incluyendo la CMA y el ICO del Reino Unido. En cifras. Según Google, las pruebas recientes de las tecnologías de Privacy Sandbox mostraron resultados prometedores:

Recuperación del 89% del gasto publicitario en Google Display Ads. Recuperación del 97% de las conversiones por dólar en Google Display Ads. Recuperación del 55% del gasto en remarketing para Google Ads. Entre líneas. Este movimiento sugiere que Google está tratando de equilibrar las preocupaciones de privacidad con las necesidades de la industria publicitaria y su propio modelo de negocio.

Lo que dicen. Anthony Chavez, vicepresidente de Privacy Sandbox, escribió en una publicación de blog:

“Desarrollamos Privacy Sandbox con el objetivo de encontrar soluciones innovadoras que mejoren significativamente la privacidad en línea mientras se preserva un internet respaldado por publicidad.” El panorama general. Esta decisión sigue a más de cuatro años de idas y venidas y múltiples retrasos en los planes de Google para eliminar las cookies de terceros.

Qué sigue. Google no ha proporcionado un cronograma específico para el nuevo enfoque, probablemente para evitar los problemas de retrasos anteriores.

[/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

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El día 4 de enero Chrome empezará las pruebas de la protección antirrastreo

[/fusion_title][fusion_text columns=»» column_min_width=»» column_spacing=»» rule_style=»» rule_size=»» rule_color=»» hue=»» saturation=»» lightness=»» alpha=»» content_alignment_medium=»» content_alignment_small=»» content_alignment=»» hide_on_mobile=»small-visibility,medium-visibility,large-visibility» sticky_display=»normal,sticky» class=»» id=»» margin_top=»» margin_right=»» margin_bottom=»» margin_left=»» fusion_font_family_text_font=»» fusion_font_variant_text_font=»» font_size=»» line_height=»» letter_spacing=»» text_transform=»» text_color=»» animation_type=»» animation_direction=»left» animation_color=»» animation_speed=»0.3″ animation_delay=»0″ animation_offset=»» logics=»»]

Fuente:  https://espana.googleblog.com/2023/12/el-siguiente-paso-hacia-la-desaparicion.html

El 4 de enero, empezaremos las pruebas de Protección Antirastreo, una nueva función que limita el seguimiento entre sitios. Esta herramienta restringe de forma predeterminada el acceso de las cookies de terceros a los sitios web. Implantaremos esta función en el 1% de las personas que utilizan Chrome en todo el mundo. Este paso supone un hito importante dentro de nuestra iniciativa Privacy Sandbox, que nos llevará a eliminar gradualmente las cookies de terceros para todos las personas que utilizan internet en la segunda mitad de 2024, siempre y cuando se resuelvan las cuestiones de competencia pendientes con la Autoridad de Competencia y Mercados del Reino Unido.

Cookies

Nuestro Privacy Sandbox es una estrategia responsable para eliminar gradualmente las cookies de terceros en Chrome. Hemos creado nuevas herramientas que habilitan casos de uso válidos y hemos concedido tiempo a los desarrolladores para hacer la transición.  Protección Antirastreo se introducirá inicialmente en un pequeño porcentaje de las personas que usan Chrome, con el fin de que los desarrolladores puedan probar hasta qué punto están preparados para una web sin cookies de terceros.

Qué podemos esperar de estas prueba de Protección Antirastreo

Las personas que utilizan internet a los que se implantará  Protección Antirastreo serán seleccionadas al azar. Aquellas que hayan sido elegidas recibirán una notificación cuando abran Chrome en cualquier ordenador de sobremesa o en Android.

Si te seleccionamos para la implantación de  Protección Antirastreo, verás una notificación.

¡Y eso será todo! Cuando naveguen por la web, las cookies de terceros estarán restringidas de forma predeterminada, lo que limitará la posibilidad de rastrearlos cuando salten de un sitio a otro.

Si un determinado sitio no funciona sin cookies de terceros y Chrome advierte que la persona usuaria está teniendo problemas —por ejemplo, si refresca una página una y otra vez—, le ofreceremos la opción de volver a habilitar temporalmente las cookies de terceros para ese sitio web, desde el icono del ojo situado a la derecha de la barra de direcciones.

Las empresas las herramientas que necesitan para tener éxito en internet y seguir ofreciendo libre acceso a contenidos de alta calidad, como noticias, vídeos, material formativo, páginas de comunidades y otras muchas formas de contenidos web. Con  Protección Antirastreo, Privacy Sandbox y todas las funciones que tenemos preparadas para Chrome.

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