{"id":1057,"date":"2025-10-21T13:30:42","date_gmt":"2025-10-21T16:30:42","guid":{"rendered":"https:\/\/wcwdigital.com\/noticias\/google-abandona-plano-para-eliminar-cookies-de-terceiros-no-chrome\/"},"modified":"2025-10-30T01:17:55","modified_gmt":"2025-10-30T04:17:55","slug":"google-abandona-plano-para-eliminar-cookies-de-terceiros-no-chrome","status":"publish","type":"post","link":"https:\/\/wcwdigital.com\/noticias\/google-abandona-plano-para-eliminar-cookies-de-terceiros-no-chrome\/","title":{"rendered":"Google Abandona Plano para Eliminar Cookies de Terceiros no Chrome"},"content":{"rendered":"\n

O Google encerrou o projeto Privacy Sandbox, uma iniciativa que visava substituir os cookies de terceiros no Chrome por novas tecnologias de publicidade direcionadas a clientes. <\/p>\n\n\n\n

O Sandbox prometia eliminar a necessidade de rastreamento individual e invasivo associado aos cookies, mas a empresa agora parece optar por um modelo de “escolha do usu\u00e1rio”, permitindo que os usu\u00e1rios aceitem ou neguem o armazenamento de seus dados.<\/p>\n\n\n\n

A justificativa oficial para o cancelamento do projeto \u00e9 que o Privacy Sandbox teve “baixos n\u00edveis de ado\u00e7\u00e3o” e que o feedback indicou que as tecnologias n\u00e3o forneciam valor suficiente para justificar a mudan\u00e7a.<\/p>\n\n\n\n

A decis\u00e3o do Google ocorre em um contexto de cr\u00edticas de empresas como Apple e Microsoft<\/a>, que alertaram sobre quest\u00f5es de seguran\u00e7a, privacidade e cookies relacionados ao uso do Chrome. O Privacy Sandbox estava diretamente ligado \u00e0s preocupa\u00e7\u00f5es de privacidade levantadas por essas empresas.<\/p>\n\n\n\n

A primeira proposta do Sandbox, o FloC, que agruparia usu\u00e1rios com interesses de navega\u00e7\u00e3o semelhantes, foi alvo de cr\u00edticas, inclusive da Apple, que o comparou a um ataque de rastreadores.<\/p>\n\n\n\n

Preocupa\u00e7\u00e3o dos \u00f3rg\u00e3os reguladores com o Google<\/h2>\n\n\n
\n
\"Google:<\/figure>\n<\/div>\n\n\n

Foto de BoliviaInteligente<\/a> na Unsplash<\/a><\/p>\n\n\n\n

\u00d3rg\u00e3os reguladores, como o CMA do Reino Unido, tamb\u00e9m expressaram preocupa\u00e7\u00f5es de que a iniciativa beneficiaria o ecossistema de an\u00fancios do pr\u00f3prio Google.<\/p>\n\n\n\n

Concorrentes temiam que a elimina\u00e7\u00e3o de cookies de terceiros permitisse que o Google usasse sua posi\u00e7\u00e3o dominante para controlar o mercado de an\u00fancios. Publicadores e anunciantes tamb\u00e9m consideraram a API complexa e com baixo desempenho.<\/p>\n\n\n\n

Apesar do fim do Privacy Sandbox, o Chrome continua sendo o navegador mais popular do mundo, com 70% do mercado em dispositivos m\u00f3veis e desktops. <\/p>\n\n\n\n

A integra\u00e7\u00e3o do navegador \u00e9 apontada como um fator decisivo na escolha dos usu\u00e1rios. Microsoft com o Edge e Apple com o Safari continuam sendo os concorrentes diretos do Google Chrome.<\/p>\n\n\n\n

Fonte: www.tecmundo.com.br<\/em><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

O Google encerrou o projeto Privacy Sandbox, uma iniciativa que visava substituir os cookies de terceiros no Chrome por novas tecnologias de publicidade direcionadas a […]<\/p>\n","protected":false},"author":1,"featured_media":1058,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[5],"tags":[257,256,254,255,253],"class_list":["post-1057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-politica","tag-chrome","tag-cookies","tag-google","tag-privacy","tag-sandbox"],"acf":[],"yoast_head":"\nGoogle: Plataforma Abandona Plano para Eliminar Cookies<\/title>\n<meta name=\"description\" content=\"O 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