Google is set to test a new feature in its Chrome browser that disables third-party cookies, small files used to collect analytic data, personalize online ads, and monitor browsing.
Initially available to 1% of global users, approximately 30 million people, this move is part of Google’s plan for a full rollout to eliminate cookies later in the year.
Phasing Out Third-Party Cookies with User-Focused Solutions
This change puts Google Chrome, the world’s most popular internet browser, in line with rivals such as Apple’s Safari and Mozilla Firefox, both of which already offer options to block third-party cookies.
Google describes this as a test phase and plans to prompt randomly-chosen users to “browse with more privacy.”
Anthony Chavez, Google’s vice president, stated in a blog post, “We’re taking a responsible approach to phasing out third-party cookies in Chrome. If a site doesn’t work without third-party cookies and Chrome notices you’re having issues… we’ll prompt you with an option to temporarily re-enable third-party cookies for that website.”
While Google asserts its commitment to enhancing internet privacy, the impact on advertisers and websites that depend on cookie data for advertising revenue is a matter of concern. Cookies play a crucial role for many websites in targeting and personalizing ads based on user behavior.
Read more: Google Puts An End To $5 Billion Lawsuit Over ‘Incognito’ Mode
Google Chrome Privacy Sandbox
Google’s solution, the Chrome Privacy Sandbox, exclusive to the Chrome browser, has faced criticism. Phil Duffield, UK vice president at The Trade Desk, a platform for online ad transactions, expressed skepticism, saying, “Google’s solution, the Chrome Privacy Sandbox, which only works on a Chrome browser, likely doesn’t benefit anyone other than Google.”
Duffield argued that protecting consumer privacy online should not hinder publishers from earning revenue, emphasizing the advertising industry’s collective mission to create a more effective and privacy-respecting system.
The Competition and Markets Authority in the UK has the authority to block Google’s plans if it concludes that they will harm other businesses. As the landscape of online privacy continues to evolve, Google’s move to disable third-party cookies signals a significant shift that could reshape the digital advertising ecosystem in the coming months.
Read more: CES Warns Of An AI Tsunami Sweeping The Tech Landscape
