Google Chrome tests feature to block third-party cookies

Google is initiating tests in its Chrome browser to disable third-party cookies. It reportedly impacts analytics data collection, personalized online ads, and browsing monitoring. Initially, this feature will be available to 1% of Chrome users across the globe, approximately 30 million people, with plans for a full rollout later in the year.

Google will randomly select users and ask if they want to “browse with more privacy.” Google asserts that the changes are part of a test phase, and it plans a full rollout to eliminate third-party cookies globally. However, some advertisers express concerns about potential adverse effects on their industry.

Google’s Chrome, the world’s most popular internet browser, follows the footsteps of Apple’s Safari and Mozilla Firefox, which already offer options to block third-party cookies. Anthony Chavez, Google’s vice president, described the approach as a responsible phase-out of third-party cookies.

Users experiencing issues on sites that rely on these cookies will be prompted to temporarily re-enable them. This move aligns with Google’s broader commitment to enhancing internet privacy.

Google aims to limit tracking by third-party cookies and enhance privacy through its Chrome Privacy Sandbox initiative

Cookies play a crucial role for many websites, supporting advertising, analytics, and personalization. For advertisers, cookies are instrumental in tracking user activities, providing targeted ads, and enhancing the overall user experience. However, Google aims to limit tracking through third-party cookies and enhance privacy through Google Chrome Privacy Sandbox initiative. This initiative aims to phase out third-party cookies globally in the latter half of 2024. However, the plan is pending approval from the UK’s Competition and Markets Authority, which will address any remaining competition concerns.

While Google emphasizes its commitment to user privacy, critics, especially in the advertising industry, argue that the changes primarily benefit Google. Phil Duffield, UK vice president at The Trade Desk, suggests that Google’s solution, the Chrome Privacy Sandbox, may only benefit Google and calls for solutions that protect consumer privacy without hindering publishers’ revenue.

The UK’s Competition and Markets Authority retains the authority to block Google’s plans if it determines potential harm to other businesses. As Google begins testing Tracking Protection, concerns about the impact on advertisers and the broader digital ecosystem become persistent.