In an effort to enhance user privacy and curtail the tracking of online activities for profit, Google is preparing to implement its plan to block third-party cookies in Chrome. Beginning on January 4, the tech giant will commence tests for its Tracking Protection feature, initially limited to one percent of global Chrome users. The feature, which restricts website access to third-party cookies by default, is scheduled for broader implementation to all users by the second half of 2024.
Users in the initial trial will receive notifications upon opening Chrome, with an option to temporarily re-enable third-party cookies for affected sites in case of browsing issues. Google, actively working to reduce reliance on cookies since 2020, incorporates this effort into its broader Privacy Sandbox initiative. The company aims to provide anonymized user browsing data to advertisers, enabling more privacy-conscious advertising practices through Google-provided APIs. The "Topics API," introduced in July and available to Chrome users since September, supports cookie-free advertising. Despite Google's privacy-focused approach, skeptics, including competitors and privacy advocates, question the effectiveness of the company's cookie-replacing technology. Regulatory bodies, like the UK's Competition and Markets Authority (CMA), closely monitor Google's Tracking Protection to prevent potential unfair advantages in ad sales. In response, Google plans a global rollout of the feature in the second half of 2024, allowing flexibility to address any lingering competition concerns.
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