Starting on January 4, Google is set to disable third-party cookies for millions of Chrome users as a pivotal step in its ongoing commitment to privacy. The initial phase will involve implementing the Google Chrome Tracking Protection feature for a selective 1% of users. According to the company’s announcement on Thursday, Google aims to extend this privacy-enhancing measure to all users by the second half of 2024, effectively eliminating the ability to track users through third-party cookies.
This significant move is a key component of Google’s broader initiative known as the Privacy Sandbox project. Described as “an industry-wide effort to develop new technology that will improve people’s privacy across the Web and apps on Android,” this project reflects Google’s dedication to advancing online privacy standards.
In response to the impending deactivation of third-party cookies, Google is actively exploring alternatives allowing websites to continue essential functions such as spam protection and ad tracking while concurrently safeguarding user privacy. This proactive approach aligns with Google’s commitment to finding innovative solutions that balance user privacy with the practical needs of online platforms. As the Privacy Sandbox project unfolds, it signifies a pivotal shift towards a more privacy-centric digital landscape, showcasing Google’s leadership in shaping the future of online security and user protection.
Google Chrome update shuts off third-party cookies
Chrome, with an impressive browser market share of nearly 63% according to StatCounter, is positioned to deliver a significant blow to third-party cookie tracking, surpassing competitors like Apple Safari and Mozilla Firefox. Remarkably, both Safari and Firefox had already disabled third-party cookies by 2020, but Chrome’s dominant market presence makes its forthcoming move particularly impactful.
According to research conducted by AtlasVPN in 2021, over 3 billion people globally use Google Chrome, making it the browser of choice for a vast user base. As of January 4, when the planned rollout is set to occur, an estimated 30 million or more internet users could find themselves included in this transformative update.
Following the update, a test pool of randomly selected users will experience the activation of the Google Chrome Tracking Protection feature. Users in this group will receive notifications on their desktop or Android Chrome browsers, alerting them to the active Tracking Protection. This measure aims to keep users informed about the enhanced privacy features and the impact on their browsing experience.
Google has taken a user-centric approach by implementing a responsive mechanism. In cases where a website encounters functionality issues without third-party cookies, Chrome will prompt users with an option to temporarily re-enable third-party cookies for that specific site. This flexibility seeks to strike a balance between user privacy and the seamless functionality of websites, demonstrating Google’s commitment to providing a user-friendly, privacy-enhanced browsing experience.
Chrome’s Cookie Quashing
Google put off twice its plan to stop using third-party cookies, which was supposed to start in early 2022. The feature was first pushed back to the end of 2023, but it was later moved to 2024. Antony Chavez, Vice President of Privacy Sandbox, said that the delay was because the tools in question needed to be tested more.
Mozilla Firefox and Apple Safari were the first major browsers to make it so that third-party cookies were not automatically enabled. In September 2019, Firefox added Enhanced Tracking Protection for all users. In March 2020, Safari’s Intelligent Tracking Prevention (ITP) got a boost.
When Mozilla released Total Cookie defense in 2023, it added more defense against supercookies and device fingerprinting. Tech writer Chris Mills, who works for Mozilla, wrote a blog post last week calling Google’s plan to phase out third-party cookies “a long time coming” and a “big step” toward the end of them. “Seemingly slow response” was another reason Mills gave for Google’s “slow response.”
Getting rid of third-party cookies is mostly about protecting user privacy, but it might also be good for security because hackers won’t be able to see as much information about your viewing history. Tracking protections do not affect first-party cookies like login cookies, which can be stolen to get around multi-factor authentication.
Before Google can reach its Privacy Sandbox goals, it will need to work out any competition issues with the UK’s Competition and Markets Authority. This is the case even if the early 2024 test phase goes as planned.
Google has delayed its plan to discontinue the use of third-party cookies not once but twice, initially slated for early 2022. The timeline was subsequently extended to the end of 2023, and later to 2024. Antony Chavez, Vice President of Privacy Sandbox, attributed the delays to the need for thorough testing of the associated tools.
Mozilla Firefox and Apple Safari took the lead in disabling automatic third-party cookies. In September 2019, Firefox introduced Enhanced Tracking Protection for all users, followed by Safari’s reinforcement of Intelligent Tracking Prevention (ITP) in March 2020.
Mozilla reinforced its stance on user privacy by introducing Total Cookie Defense in 2023, enhancing defenses against supercookies and device fingerprinting. Tech writer Chris Mills, affiliated with Mozilla, expressed that Google’s plan to phase out third-party cookies is a significant and long-overdue step. Mills noted a seemingly slow response from Google as a contributing factor to the prolonged process.
Eliminating third-party cookies primarily serves to safeguard user privacy, and it may also enhance security by limiting the information accessible to hackers about users’ viewing history. Notably, tracking protections do not impact first-party cookies such as login cookies, which could otherwise be exploited to bypass multi-factor authentication.
While Google works towards its Privacy Sandbox objectives, it must address any competition-related issues with the UK’s Competition and Markets Authority. This remains a prerequisite, even if the planned test phase in early 2024 proceeds as intended. The comprehensive approach taken by Google underscores the complexities of transitioning away from third-party cookies while prioritizing both user privacy and online security.
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