Google has announced that it will start testing the disabling of third-party cookies in its Chrome browser beginning January 4th, 2024. This marks the first step in a lengthy process to enhance user privacy by limiting cross-site tracking.
What are Third-Party Cookies?
Third-party cookies are a type of tracking cookie placed on your device (computer, phone, or tablet) by a website other than the one you’re currently visiting. Think of them as digital spies working for companies you haven’t interacted with directly.
Here’s how it works:
- You visit a website, say, a news site.
- This website might embed content from another website, like an ad or social media button.
- This embedded content also includes its own cookies, hence the “third-party” part.
- These third-party cookies can track your activity across various websites and build a detailed profile of your interests, browsing habits, and even purchases.
This information is then used for various purposes, mainly:
- Targeted advertising: Companies use your profile to show you ads they think you’re more likely to click on.
- Website analytics: They track how users interact with different websites to improve their design and functionality.
- Market research: They gather data about user demographics and preferences to inform marketing strategies.
Small Initial Test Group
To begin, Google will activate “Tracking Protection” for 1% of global Chrome users, selected at random.
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These users will receive a notification about the new privacy feature when opening Chrome. Tracking Protection blocks websites from accessing third-party cookies that track users across the web.
Easy Cookie Re-Enabling If Issues Arise
Google realizes that completely blocking cookies could cause functionality issues on some websites. So if problems occur, there will be a simple option to re-enable cookies for that particular site. Users can choose “less browsing protection” for sites not working as expected.
This small initial test is part of Google’s Privacy Sandbox initiative to ultimately phase out third-party cookies in Chrome. The goal is to reduce cross-site tracking while allowing websites to remain freely accessible and properly functioning.
Cookies Still Have Value for Legitimate Purposes
Google acknowledges that cookies also enable useful features like sign-ins, fraud prevention, ads, and third-party content. While cookies can enable tracking, they serve legitimate purposes too.
As Chrome moves towards eliminating third-party cookies, Google emphasizes the need to balance improved privacy with ensuring websites still work properly.
This will be an ongoing consideration throughout the phase-out process, stretching into 2024.
Websites Have Time to Update
Websites relying on third-party cookies have plenty of lead time to make necessary changes before the cookies are fully blocked in Chrome. But Google stresses that this change is inevitable, so sites should prepare accordingly.
