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Google has just announced a major milestone for its Privacy Sandbox initiative that aims to remove third-party cookies from Chrome. On January 4, 2024, the company will roll out Tracking Protection to one percent of Chrome users worldwide, marking the beginning of a phased Privacy Sandbox rollout. A mass deprecation of third-party cookies will follow in the second half of next year.
Google Chrome’s Tracking Protection will block third-party cookies
Google announced the Privacy Sandbox initiative in August 2019. The company originally planned to begin the rollout of this groundbreaking tool that improves privacy on the web in 2022. However, due to various reasons, it had to delay the plans multiple times. The firm said it needed more time to work with all the industry stakeholders, including publishers and ad companies.
In September this year, Google revealed that Privacy Sandbox APIs are generally available in Chrome. Users weren’t required to manually activate browser flags or participate in beta programs. It was a major step towards a public rollout of the initiative. The company added that it will begin phasing out third-party cookies from Chrome in early 2024, though it didn’t reveal a precise timeline.
Today, Google confirmed that one percent of Chrome users will receive Tracking Protection on January 4. The new feature restricts website access to third-party cookies by default, limiting cross-site tracking of users. “We are starting with a small percentage of Chrome users so developers can test their readiness for a web without third-party cookies,” the firm said in a press release shared with Android Headlines.
Google will randomly select users to participate in this limited testing of Tracking Protection. Selected users will receive a notification when opening Chrome on either desktop or Android. If you are selected, you don’t have to do anything. Chrome will automatically block third-party cookies for you. If you run into issues on a website, Chrome will let you temporarily re-enable third-party cookies (for 90 days) for that website from the eye icon on the address bar.
Privacy Sandbox won’t kill tailored ads or relevant web content
Third-party cookies help apps and websites track your activities across the web. Companies use the information to build an online profile containing topics of your interests based on the websites you visit. This allows them to serve more relevant content and tailored ads. Overall, it enhances your web experience but at the cost of your online privacy.
Privacy Sandbox offers a “privacy-preserving alternative” to third-party cookies. Instead of individual profiles, it creates a group of people with similar interests. This prevents websites from tracking your activities individually, while they can still show you tailored ads and relevant content. “With Tracking Protection, Privacy Sandbox, and all of the features we launch in Chrome, we’ll continue to work to create a web that’s more private than ever,” Google said.