- Google disables third-party cookies
- Tracking Protection for user privacy
- Advertisers face data restrictions
They are among the most intrusive technologies on the web regarding privacy.
However, Google will begin turning off third-party cookies (intrusive computer files that monitor your activity) on January 4.
Approximately 30 million Chrome users, or 1% of the global user base, are randomly selected by the tech behemoth to be the first to utilise a feature known as “Tracking Protection.”
As an element of Google’s Privacy Sandbox, this policy restricts websites from using third-party cookies for user tracking to provide pertinent advertisements.
Define the change and specify whether or not you will be required to take any action when it takes effect.
The Chrome browser on desktop and mobile devices will notify users randomly selected for Tracking Protection on January 4.
It will read, “You are among the first users to experience Tracking Protection, which prevents websites from tracking your browsing activity using third-party cookies.”
The modification will be implemented automatically; consequently, third-party cookies will be restricted by default while you browse the web, preventing the ability to trace you across websites.
To re-enable third-party cookies on Chrome for any reason, users may select the eye icon in the search bar.
Despite not being chosen for the initial deployment, third-party cookies will no longer be utilised on Chrome.
Google plans to eradicate third-party cookies by the time Tracking Protection is enabled to all users in late 2024.
Google characterised Tracking Protection as “a critical milestone” in its highly regarded Privacy Sandbox initiative. Which seeks to “develop technologies that safeguard individuals’ online privacy,” as stated in a blog post.
“The work on enhancing privacy on the web is perpetual,” stated the organisation.
“Therefore, we continue to invest in Chrome features that safeguard your information and give you greater control over its usage.”
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Google’s Tracking Protection
This includes adopting measures to restrict the ability of various websites to track your activity.
“We will begin testing Tracking Protection, a new feature that restricts website access to third-party cookies by default to limit cross-site tracking,” on January 4.
Google claims that third-party cookies have been “an integral part of the web for almost three decades.” However, they are considered a privacy invasion because they reveal our online activities to advertisers.
According to Google, Tracking Protection targets third-party cookies typically installed on a user’s device by digital advertising agencies or websites other than the one the user is currently accessing.
When a user visits a website incorporating elements from other websites. Such as advertisements or third-party images, third-party cookies are generated.
In contrast, these are not like first-party cookies, which are typically beneficial because they enable the browser to retain critical user data and are established by the website the user is accessing.
Google intends to substitute third-party cookies with a novel system. The system limits data sharing within its organisation, asserting that this development will enhance privacy protection.
Advertisers must ask Chrome to propose travel, food, or fashion topics instead of accessing our browser history.
The shift is controversial because regulators worry it will strengthen Google’s online advertising monopoly.
The elimination of cookies from the most widely used web browser in the world will, according to advertisers, restrict their capacity to gather data for customising advertisements and force them to rely on Google’s user databases.
The elimination of third-party cookies by Google for all users in 2024 is contingent on the company addressing antitrust concerns. These concerns have been raised by the Competition and Markets Authority (CMA) of the United Kingdom.
Former chief executive officer of the regulator, Andrea Coscelli, stated that the organisation would “closely monitor” the Silicon Valley behemoth and that “we are under no illusions that our work is complete.”
