Google has started disabling third-party cookies for Chrome users

Google has taken a significant step in its privacy-centric journey by disabling third-party cookies for one percent of Chrome users, a move that marks a crucial milestone in the implementation of its Privacy Sandbox project. This initiative, introduced years ago, aims to revolutionize online tracking and advertising practices while prioritizing user privacy.

Rollout Details

Late last year, Google announced its plan to initiate the cookie-disabling process by randomly selecting one percent of Chrome users globally on January 4. With Chrome commanding more than half of the worldwide browser market share, this action impacts a substantial user base of approximately 30 million individuals.

User Experience

Those included in this initial rollout will encounter a notification upon launching their browser, informing them that they are among the first to experience Google’s Tracking Protection. This feature limits sites from utilizing third-party cookies for tracking purposes during users’ browsing activities. Recognizing potential disruptions to websites that haven’t adapted to this change, Google provides users with the option to temporarily re-enable third-party cookies. Users can toggle off the new Tracking Protection feature by clicking on the eye icon now present on their browser bar.

Privacy Sandbox Initiative

Google’s Privacy Sandbox initiative serves as an alternative to traditional cookies, offering a solution that allows advertisers to deliver targeted ads while safeguarding user privacy. This system categorizes users into groups based on their interests, derived from recent browsing activities. Advertisers can then use this information to present relevant ads. Notably, the Privacy Sandbox is designed to be less invasive than traditional cookies, with all data and processing occurring on the user’s device. Google assures that user interests will be stored for three weeks.

Regulatory Scrutiny and Future Plans

While Google’s Privacy Sandbox has garnered attention from regulators expressing concerns about its potential to consolidate the company’s power, the tech giant remains committed to its vision. The Tracking Protection rollout is expected to continue over the next few months, gradually disabling third-party cookies for all Chrome users by mid-2024 if the implementation proceeds smoothly.

The post Google has started disabling third-party cookies for Chrome users appeared first on asumetech.

from Technology - asumetech https://asumetech.com/google-has-started-disabling-third-party-cookies-for-chrome-users/