Google is preparing to launch a project that will block third-party cookies in the Chrome browser. For over thirty years, many companies and their websites have been using these cookies to track users’ activities and serve personalized advertising.
Google Chrome is removing third-party cookies starting January 4
However, privacy concerns led Google to develop an alternative method aimed at increasing user privacy. Starting January 4, Google will block third-party cookies for approximately 30 million Chrome users, who make up 1% of the browser’s user base. It will do this within the scope of the new Privacy Sandbox project.
The Privacy Sandbox project introduces a new set of tools designed to replace third-party cookies in the Chrome browser. Instead of relying on external cookies, Chrome itself will track users’ online activities. This data will remain on the user’s device, and the browser will divide users into various groups.
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Websites can retrieve information about categories of a user, but they cannot identify the individual, offering a layer of privacy not found with traditional cookies.
While Google’s approach still involves tracking, it’s a huge improvement in terms of privacy over the traditional method, especially when compared to browsers like Firefox and Safari. Victor Wong, Google’s senior director of product management for Privacy Sandbox, emphasized the company’s commitment to making significant changes to improve internet privacy. The new system aims to ensure information accessibility for everyone, in line with Google’s broader mission, while keeping users’ online activities private.
Although Privacy Sandbox tools are available in the Chrome browser, their use is currently optional. If users do not want to participate in the new tracking system, they can disable these tools from their settings.
But since the majority of internet users use Chrome, the eventual widespread implementation of Google’s cookie-blocking strategy is expected to have a profound impact on online tracking practices. What are you thinking? Please don’t forget to share your thoughts with us in the comments.