Google is getting ready to put into action its big idea to stop third-party cookies in Chrome. These cookies are used by many websites to follow and collect information about what you do online.
Beginning on January 4th, Google will begin testing its new Tracking Protection feature, according to the report. This feature will limit access to third-party cookies by default. Initially, it will only be tried out on a very small group of Chrome users, just one percent of users worldwide. Later on, Google intends to gradually stop the use of third-party cookies for everyone, and this is planned to happen in the second half of 2024. Recently, Google is making its features better in Google Maps and adding some new ones.
Google’s Tracking Protection and Cookie-Free Advertising
If you’re chosen at random to test Tracking Protection, Google will let you know when you open Chrome on your computer or Android device. If Chrome detects any problems while you’re browsing, a message will pop up, asking if you want to temporarily allow third-party cookies for that website.
Google has been figuring out how to get rid of the need for cookies in Chrome since 2020. They later included this effort in their Privacy Sandbox initiative. The main idea is to share anonymous information about how users browse the internet with advertisers.
Advertisers can then use Google’s tools to manage their ads in a way that prioritizes user privacy. The “Topics API” was introduced in July for developers to test, and it became available for Chrome users to try in September.
Google’s way of advertising without using cookies seems like it could benefit users who prioritize privacy and the advertising industry as a whole. This is in contrast to other web browsers that take a more rigid approach to block tracking across different websites. However, Google’s competitors and privacy advocates aren’t entirely convinced about its technology that replaces cookies.
At the same time, regulatory bodies such as the UK’s Competition and Markets Authority (CMA) are closely monitoring Google’s new Tracking Protection. They want to make sure it doesn’t give Google an unfair advantage when it comes to selling its own ads. Considering this, Google mentions that it’s not set in stone about implementing the feature globally by the second half of 2024. They might need more time to address any remaining concerns related to competition.
Google is taking significant steps to eliminate third-party cookies in Chrome through its Tracking Protection feature, initially testing on a small user subset. While aiming for global implementation by mid-2024, concerns from competitors and regulators persist, prompting Google to remain flexible in addressing competition issues and ensuring a privacy-focused advertising transition.