Google’s Next Big Move to Eradicate Tracking Cookies
In a move towards enhancing user privacy, Google has unveiled plans within its Privacy Sandbox project to gradually discontinue support for third-party cookies in the Chrome web browser. As per reports. Google is set to initiate testing for a feature known as “Tracking Protection,” beginning on January 4, 2024. This feature will automatically block tracking cookies by default, assuring that user data cannot be traced across the web.
The Privacy Sandbox represents a comprehensive initiative aimed at fostering an open and flourishing web environment. It strives to enhance user privacy while equipping businesses with essential online success tools. To put it plainly, the advertisements you encounter for a product after browsing online are a result of third-party websites using cookies to track your activity and display targeted ads on your computer screen.
Privacy Sandbox incorporates various features, including user-focused advertisement privacy controls and the removal of cookies, among others. Users of Chrome will be able to customize their ad settings through website-based filter options in addition to the API level.
Google is not the leader among browser developers in limiting third-party cookies. Competitors such as Brave, Safari, and Firefox have already implemented measures to block trackers, making them some of the most secure browsers available.
According to Google, the introduction of Tracking Protection will commence with a gradual rollout to 1% of Chrome users in early 2024, minimizing the immediate impact on the majority of users. Nevertheless, the ultimate objective is a comprehensive blockage of third-party cookies for all users by the latter part of the year. This significant change is important to be aware of and stay informed about.
Google’s upcoming feature promises a groundbreaking shift that puts users back in control of their online experience. By bidding farewell to tracking cookies, the tech giant is ushering in a new era of digital autonomy, particularly for Chrome users. Starting with a select group in January 2024 and gradually expanding its reach, Google’s Tracking Protection feature represents a decisive move towards fortifying user privacy.