Google last week announced their next step in phasing out third-party cookies in Google Chrome — testing of a new feature called Tracking Protection for blocking third-party cookies that websites use to track your internet activity.
Starting January 4, 2024, 1% of Chrome users worldwide will be randomly selected to participate in this test, marking a critical milestone in Google’s Privacy Sandbox initiative. This ambitious project aims to completely ditch third-party cookies by the second half of 2024, pending the resolution of any remaining competition concerns from the UK’s Competition and Markets Authority.
But why phase out these ubiquitous cookies? While used for ad targeting and logins, they’ve also become notorious for enabling cross-site tracking, invading your privacy across the web. Even though Privacy Sandbox introduced new tools for websites to function without third-party cookies, giving developers ample time to adapt. Tracking Protection, on the other hand, takes it a step further by restricting those cookies by default for select users.
You won’t need to lift a finger if you’re chosen. Just open Chrome on desktop or Android, and the feature will be quietly working in the background. Should users encounter issues with a website due to the default restriction of third-party cookies, Chrome will prompt them with an option to temporarily re-enable these cookies for that specific site. This can be accessed from the eye icon on the right side of the address bar.
What changes can you expect with Tracking Protection in Chrome?
Browsing will essentially become less trackable across different websites. But as noted, you don’t have to worry if a site suddenly malfunctions – Chrome will gently prompt you to temporarily re-enable third-party cookies for that specific site if needed.
This test isn’t just about privacy, it’s about building a sustainable web. Google assures businesses that Privacy Sandbox features will equip them with the tools they need to thrive in a cookie-less future, ensuring diverse and accessible content remains free for everyone.
Tracking Protection marks a pivotal moment in the fight for online privacy. So get ready to experience a web that’s both secure and open, all thanks to Google’s constant innovation in safeguarding your data. You can watch the video below for more details into Google’s Privacy Sandbox initiative.
Hillary Keverenge
2114 Posts
Tech has been my playground for over a decade. While the Android journey began early, it truly took flight with the revolutionary Lollipop update. Since then, it's been a parade of Android devices (with a sprinkle of iOS), culminating in a mostly happy marriage with Google's smart home ecosystem. Expect insightful articles and explorations of the ever-evolving world of Android and Google products coupled with occasional rants on the Nest smart home ecosystem.
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