Newsletter
There is a chance Google is working on deeply integrating new tracking protection tools for third-party cookie domain tracking or “3PCD” as the company calls it. The privacy community has previously voiced against third-party cookie domain tracking and urged companies to do more. If Chrome adds more “3PCD tracking protection options,” it would give users greater control over which third-party websites can use cookies.
It might also bring new ways to guard user privacy from third-party cookie following. Google responded by enhancing Chrome’s privacy features with a forthcoming ‘Tracking Protection’ section in the Settings menu. This update aims to simplify user control over web tracking protection.
Google intends to deactivate third-party cookies for 1% of Chrome’s total traffic in January 2024, coinciding with Chrome 120’s launch. Most Enterprise end users will remain unaffected unless administrators implement specific policies. For more details on this deactivation, refer to the Chrome Developer website.
The decision to rename from “Third-Party Cookies” to “Tracking Protection” aligns with Chrome’s abandonment of third-party cookies. With the browser no longer supporting them, retaining a setting for Third-Party Cookies seems redundant. Renaming it to Tracking Protection and modifying the available choices serves this purpose.
Google Chrome enhanced privacy details
This enhancement aims to offer different modes catering to varying user preferences. The ‘Standard’ mode will partially block third-party cookies while allowing some tracking for essential site functionality. The ‘Custom’ mode will provide manual control, enabling users to fine-tune the browser’s behavior while potentially affecting some site features.
Although many of these features already exist, their accessibility and user-friendliness are set to improve significantly with this dedicated control section. It will empower users to better protect their online privacy. Moreover, several APIs are emerging as alternatives to third-party cookies, with varying degrees of controversy among major browser developers. Nonetheless, Chrome’s commitment to enhancing privacy features is a positive step for users concerned about online tracking.