Google has started targeting third-party cookies, more commonly described as small files downloaded on a computer or a mobile phone whenever a user visits a website. The platform has randomly selected one percent of Chrome users throughout the globe to be the first to use a new feature dubbed Tracking Protection.
Quick Take:
- Google has targeted third-party cookies by introducing Tracking Protection.
- Chrome would now restrict third-party cookies by default.
- Users would still have the option of turning on third-party cookies.
- Google plans to pull the plug on all third-party cookies in the second half of this year.
The newest development is part of Google’s controversial Privacy Sandbox. It aims to limit websites from using third-party cookies to track users as they browse the web. Furthermore, this comes years after rival browsers, including Safari and Mozilla Firefox, blocked third-party cookies by default.
Google Introduces Tracking Protection
Just last month, Google promised to roll out its newest feature, called Tracking Protection, to a mere 1% of Chrome users. If a certain individual is randomly selected for the tracking protection, they will see a notification in the pop-up box on the Chrome application, either on mobile or desktop.
The notification would read that the specific user is one of the first to experience tracking protection. The feature would limit sites from using third-party cookies. Moreover, the change would take place automatically as users continue to browse the web, and all third-party cookies would be disabled by default.
In case a user feels like having these cookies continue on Chrome, all they would have to do is click on the eye icon with a diagonal line through it in the search bar.
Right after clicking, users would be able to toggle on the option to receive cookies. It would remove the diagonal line and expose the user to third-party cookies.
Furthermore, if a user turns these cookies on, Google will automatically prompt them to switch them off after 90 days. Even if an individual is not part of that 1%, there’s nothing much to worry about as the days of third-party cookies are nearing an end.
Google’s Vice President, Anthony Chavez, said in a statement,
“We’re taking a responsible approach to phasing out third-party cookies in Chrome. If a site doesn’t work without third-party cookies and Chrome notices you’re having issues… we’ll prompt you with an option to temporarily re-enable third-party cookies for that website.”
Google currently plans to eliminate third-party cookies as a whole for all users globally within the second half of 2024. However, the Tracking Protection feature is currently subject to regulatory approval.
Understanding Chrome Cookies
Based on the data shared by Statista, it has come to light that Chrome is used by almost 3.22 billion users worldwide. However, a great percentage of them have no idea about cookies or what they do.
Third-party cookies are created whenever a user visits a website and include elements from other websites, like images and ads.
These contrast with first-party cookies, which are set by users when visiting a certain website. These cookies are often useful as they are responsible for letting the browser remember important information.
