Google’s new tracking protection in Chrome blocks third-party cookies

Chrome Blocks Third-Party Cookies

Google announced Thursday that it will test a new feature called “Tracking Protection” on 1% of Chrome users starting January 4, 2024 as part of its efforts to end third-party cookies in the web browser.

The setting is designed to “limit cross-site tracking by restricting access to third-party cookies by default,” says Anthony Chavez, vice president of Privacy Sandbox at Google, said.

The tech giant noted that Tracking Protection participants are selected at random and chosen users are notified when opening Chrome on a desktop or an Android device.

The aim is to restrict third-party cookies (also called ‘non-essential cookies’) by default so that they cannot be used to track users as they move from one website to another to serve personalized ads.

While several major browsers such as Apple Safari and Mozilla Firefox have already installed both limits When it comes to third-party cookies, through features like Intelligent Tracking Prevention (ITP) and Enhanced Tracking Protection in Firefox, Google is taking a more middle-of-the-road approach, coming up with alternatives that allow users to access free online content and services without compromising their privacy.

Chrome blocks third-party cookies

Google published in mid-October 2023 confirmed its plans to “disable third-party cookies for 1% of users starting in Q1 2024 to ease testing, then ramping up to 100% of users starting in Q3 2024.”

Privacy Sandbox, instead of providing a single user ID for multiple sites or apps,”aggregates, limits or noise data” via APIs such as Protected Audience (formerly FLEDGE), Topics and Attribution Reporting to help prevent user re-identification.

The purpose of this is to prevent third parties from tracking users’ browsing habits across sites, while still allowing sites and apps to display relevant advertisements and allowing advertisers to measure the performance of their online advertisements without using individual identifiers.

“With Tracking Protection, Privacy Sandbox, and all the features we’re launching in Chrome, we’ll continue working to create a web that’s more private than ever and universally accessible to everyone,” Chavez said.


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