Google takes action to turn off third-party tracking on Chrome
Chrome's Tracking Protection kicks off in January, aiming to disable third-party cookies by mid-2024. Google's push for enhanced privacy signals a significant shift in online tracking practices.
technology
Highlights
- Google is set to block third-party cookies, boosting user privacy online
- The company is working to find a balance between protecting user data and meeting advertiser needs
- Google faces skepticism and regulatory scrutiny as it navigates this significant change in online tracking practices
Google is gearing up to revolutionise online privacy by taking on third-party cookies, those sneaky web trackers that follow you around. Starting 4 January, Google will test its Tracking Protection feature in Chrome, initially rolling it out to just one percent of users globally.
This feature is a game-changer, set to block third-party cookies by default for a select few, with plans to extend this protection to all users by the second half of 2024.
In the first phase, a lucky one percent of Chrome users will get a taste of Tracking Protection. If you're one of the chosen few, Google will notify you when you open Chrome on your desktop or Android. The goal is to detect any issues while you're browsing, and if encountered, Chrome will ask if you want to temporarily enable third-party cookies for the site.
Google's cookie-free advertising vision
Google has been working on this plan since 2020, integrating it into its Privacy Sandbox initiative. The vision is to eliminate the need for cookies and, instead, share anonymised user browsing data with advertisers.
Google believes this approach enhances user privacy while allowing advertisers to conduct business seamlessly using Google-provided APIs (Application Programming Interfaces).
Navigating regulatory scrutiny
Regulators, such as the UK's Competition and Markets Authority (CMA), are keeping a watchful eye on Google's Tracking Protection. The concern is whether Google might gain an unfair advantage in selling its ads.
To address any lingering competition concerns, Google is cautiously targeting the second half of 2024 to globally activate Tracking Protection. This strategic move gives the company the needed leeway to address issues and ensure a fair and competitive landscape.
Google’s overall plan
Google is making a big move to improve online privacy by stopping those pesky third-party cookies that follow you. But not everyone is convinced it'll work smoothly. Google wants to find a middle ground between keeping your information safe and helping advertisers, all while dealing with rules and keeping an eye on things from regulators.
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