PushPushGo logo PushPushGo push service GDPR compliant
Solutions arrow icon
Products Web push Mobile push Transactional push Onsite notifications PushPushGo Core
Industry News and Media E-commerce Travel Hospitality Telecom Finance
Functions Analytics panel Multi Push Personalization Automation Inbox
Pricing
Resources arrow icon
case study icon Case study
clients speak icon Our clients speak
Business use cases
blog icon Blog
ebooks icon E-books
webinars icon Webinars
emarketing talks icon E-marketing talks
Documentation arrow icon
user guide icon User guide
faq icon FAQ
developers icon Developers hub
changelog icon Changelog
Sign in Sign up
EN
PL
Solutions
Products Web push Mobile push Transactional push Onsite notifications PushPushGo Core
Functions Analytics panel Multi Push Personalization Automation Inbox
Industry News and Media E-commerce Travel Hospitality Telecom Finance
Pricing
Resources
Case study Our clients speak Business use cases Blog E-books Webinars
Documentation
User guide FAQ Developers hub Changelog
Sign in Sign up
EN
PL
Products Web push Mobile push PushPushGo Core
Functions Personalization Automation Retention Abandoned cart recovery Cross selling
Up selling Conversion rate Lead nurturing Rocket push for breaking news
A/B tests Analytics API SDK
Industries News & Media E-commerce Travel Telecommunication Finance Software
Case study
Our clients speak
Blog
E-books
Webinars
User guide
FAQ
Developers hub
Changelog
Online marketing insights

Google I/O 2021 recap: new on the web

Last updated - May 24, 2024
author push notification Olha Lypnytska
7 min Read
push communication and marketing tips

A number of important announcements were made during Google I/O 2021 event held by Google. The conference covered key Google's products including Android, Wear OS, Google Health, Project Starline and web. I propose you have a look at the main updates on the web that would be especially useful for developers and SEO specialists.

New privacy technologies

Sandbox approach is taken with user data and tracking, resulting in a web where your identity and activity are private by default.

In 2019 was announced about changing the behaviour of cookies in Chrome. Moving them from being visible across websites by default to be required to opt in to use third-party cookies across sites. This privacy-preserving default behavior is now enforced in Chrome, Edge, and, very soon, Firefox.

browser-adoption-of-samesite-cookie-policy

Google I/O 2021: Browser adoption of "SameSite" cookie policy

Today on third-party cookies rely: federated login, personalised ads and conversion tracking. So, traditionally, in order, for example, to measure the effectiveness of an advertising campaign, users were tracked with a third-party cookie. 

Now, thanks to Attribution Reporting API it is possible to share data between sites without identifying the user. The browser keeps track of the ad conversion and sends an encrypted report to the advertiser about conversion events.

Attribution Reporting is one of many new API proposals in the Privacy Sandbox project.

attribution-reporting-api

Google I/O 2021

Attribution Reporting API is also a move towards the direction of the future without third-party cookies.

google-io2021

Google I/O 2021 

New capabilities of the web:

  • New app shortcuts feature. Operating systems that support this feature are Android, Chrome OS, Windows, and macOS. With the Badging API, web apps can give the user a prompt that there’s an opportunity to re-engage by decorating the app’s icon.

new-app-shortcuts-feature

Google I/O 2021: New app shortcuts feature

  • Declarative Link Capturing - new API that enables installed web apps to launch automatically when the user clicks on an appropriate link.

declarative-link-capturing

Google I/O 2021: Declarative Link Capturing

  • Improved Chrome’s web app installation UI: 

*on the desktop, there is an omnibox icon and in-product help to explain this feature to users. 

*on Android, the dialogue started to look richer and more familiar to users. 

Besides, developers now can customize images and texts that are specified in the web app’s manifest file.

improved-chrome-s-web-app-installation-ui

Google I/O 2021: Improved Chrome’s web app installation UI on Android

  • Multi-Screen Window Placement API. It allows web apps to discover all of the connected displays and control where the window is placed on those screens.

multi-screen-window-placement-api

Google I/O 2021: Multi-Screen Window Placement API

  • Web apps can read and write to the user's local file system using the File System Access API, enabling a seamless user experience, persisting state to disk and working with existing files.

  • New File Handling API. It will allow web applications to be registered as file type handlers, enabling users to open files directly in a web app from OS file browsers.

  • API for Web HID will allow the web to communicate with similar devices to game controllers, digital pianos, headsets, etc. For example, Nintendo’s Joy-Con controller is a device that supports Web HID protocol.

  • Gamepad API is now supported by the web as well.

  • Web Serial API created to support serial ports.

  • WebGPU- the new next-generation graphics API, designed to unlock a whole new level of graphics performance on the web.

  • Intensive timer throttling a new feature available for some Chrome users that detects when a browser tab has been in the background for more than five minutes and as long as the tab isn’t playing any audio or video, Chrome slows down how frequently it executes timer-based JavaScript code on that tab. 

  • A similar concept is also applied with CSS by shipping support for a new CSS property called content-visibility. When this property is set to auto on an element, you’re giving the browser permission to skip rendering the contents of that element tree if it isn’t currently visible on the user’s display, and this can lead to a dramatic speed increase for content-heavy sites.

  • Chrome’s BFCache (it keeps some web pages loaded in memory after you’ve navigated away from them, for example, if a user clicks back or forward, the page is displayed instantly) will be available on desktop soon. 

  • New approaches to pre-rendering that are private and safe. One of these involves a new pre-rendering API that would enable developers to experiment with this on-site pre-loading later this year.

  • Development of scrolls to images API. Scroll to text was added to Chrome 80 in February of last year. By adding a new type of expression to the end of the URL, browsers can position the viewport to a specific text element and highlight it in some way. Besides images, Google continues to explore other element types.

  • New document transition APIs and support for a number of graphical transitions between elements to enable the user to perceive a seamless experience.

  • Cross-device one-time passwords for the web. This feature enables you to receive a one-time password to login to the site on your Android phone, and then have it automatically transferred to a Chrome browser running on some other device like a laptop.

cross-device-one-time-passwords-for-the-web

Google I/O 2021: Cross-device one-time passwords for the web

More tools for developers

Web Assembly is a performance technology, which provides a standard for compiling code to a fast and efficient format that can be executed in the browser by modern JavaScript engines like V8.

Web Assembly received a major performance boost because of the implementation of the support for SIMD processor instructions in V8, which enables certain classes of apps to run much faster. Google Meet provides a powerful example of SIMD in action. It is planned to ship SIMD to all Chrome users in the coming months.

Web Assembly is also frequently used to bring non-JavaScript codebases to the web.

Chrome for Android gained Web Assembly threads as of Chrome 88 in January of this year.

It was also enhanced V8′s Web Assembly debugging experience with support for breakpoints and variable inspection available in Chrome DevTools.

chrome-devtools

Google I/O 2021: Chrome DevTools

In addition to interpreting JavaScript, V8 also compiles code on the fly for more efficient execution. Sparkplug - is a whole new compiler.

sparkplug

Google I/O 2021: Sparkplug

Web.dev is the site that includes detailed tutorials on key topics, the latest news, and provides access to the Lighthouse website auditing tool.

With Lighthouse, you get a comprehensive report on how to improve your website, across a variety of categories such as performance, accessibility, and SEO.

lighthouse

Google I/O 2021: Lighthouse

Core Web Vitals are three performance metrics available in Lighthouse that are impactful on the user experience.

core-web-vitals

Google I/O 2021: Core Web Vitals

For example, the Italian publisher GEDI implemented a branded placeholder in order to reserve space for ads in their ad slots on the page, which improved their layout stability, and then by deferring the loading of some of their JavaScript code until after the page was visible, they improved the perceived page loading speed. As a result, 8% improvement in the bounce rate on their mobile article pages.

core-web-vitals-case-studies

Google I/O 2021: Core Web Vitals - case studies

Google Search has also announced that Core Web Vitals will soon be a part of how pages are ranked in search results.

core-web-vitals-for-seo

Google I/O 2021: Core Web Vitals for SEO


author photo
Olha Lypnytska

Growth Marketing Manager @PushPushGo

Passionate about advertising, digital technologies and marketing itself. Life motto: "Growth starts out of the comfort zone".

Try out push notifications from PushPushGo

Create an account and start testing!

Start trial
web and mobile push notifications

Also on PushPushGo blog

digital marketing strategy
Online marketing insights

10+ statistics about mobile push notifications you need to know

We’ve gathered a list of the most interesting mobile-push-related statistics that will give you a better insight into this marketing tool.

calendar icon October 31, 2022 clock icon 6 min
digital marketing strategy
Online marketing insights

Headless commerce: the future of customization

Headless commerce is a new major trend that is all about making the way your store works and looks fully customizable, and adapted to new sales channels like smartwatches and IoT.

calendar icon November 16, 2021 clock icon 4 min
digital marketing strategy
Web push

Double Opt-in or Single Opt-in: guide

calendar icon May 21, 2019 clock icon 7 min

Push your business forward with PushPushGo

Test for free Start a 14-day trial!
pushpushgo logo
Company
About PushPushGo Contact Jobs GDPR Privacy policy Regulations Newsletter terms and conditions Policy of presenting opinions PushPushGo
App
Pricing Bug bounty Changelog User guide Developers Hub Status page
Products
Web push Mobile push Transactional push Onsite notifications CORE by PushPushGo
Would you like to
become our partners?
Partners
Subscribe our newsletter
Thank you for subscribing.
Something went wrong! Try again.
More info

I want to receive a newsletter, which includes marketing and commercial information about promotions, new articles on the blog, new products, events, and services related to the website www.pushpushgo.com. Messages will be sent for the purpose of direct marketing, using the email address provided by me. The data controller will be PushPushGo sp. z o.o. You can find more information in the Privacy Policy and Newsletter Terms and Conditions.

[email protected] + 48 12 312-52-13
linkedin pushpushgo facebook pushpushgo instagram pushpushgo youtube pushpushgo
pushpushgo capterra raiting

The administrator of personal data is: PushPushGo sp. z o.o. with its registered office in Krakow at Quattro Business Park, Generała Tadeusza Bora-Komorowskiego 25C, 31-476 Kraków, registered by the District Court for Krakow-Śródmieście in Krakow, XI Economic Division of the National Court Register under the KRS number 0000688693, Tax Identification Number (NIP) 6751601766, and National Official Business Register (REGON) 367877285.

Data Protection Officer: Katarzyna Krzywicka
E-mail: [email protected]


Copyright © 2025 by PushPushGo.
All rights reserved.