Tech giant Google has initiated testing on a new feature within its Chrome browser. This feature aims to curtail website access to third-party cookies by default, effectively constraining the tracking capabilities across various sites.
Google’s Tracking Protection is available to approximately 1 percent of Chrome’s user base, translating to around 30 million users on a global scale. This development aligns with Google’s overarching ‘Privacy Sandbox’ initiative, intending to phase out the utilization of third-party cookies for all users by the latter half of 2024.
Google spokespersons highlighted, “It is subject to addressing any remaining competition concerns from the UK’s Competition and Markets Authority,” underlining the company’s commitment to regulatory compliance in this transition.
The forthcoming plans entail a comprehensive rollout of the ‘Tracking Protection’ feature later this year, signaling a gradual departure from the conventional reliance on third-party cookies. These cookies have served as a cornerstone of the web ecosystem for nearly three decades, enabling diverse functionalities ranging from facilitating user logins to presenting tailored advertisements.
Anthony Chavez, Google’s Vice President of Privacy Sandbox, emphasized the company’s cautious approach, stating, “We’re taking a responsible approach to phasing out third-party cookies in Chrome.” Chavez further elaborated during the announcement of the ‘Tracking Protection’ test, “With the Privacy Sandbox, we’re taking a responsible approach to phasing out third-party cookies in Chrome. We’ve built new tools for sites that support key use cases, and provided time for developers to make the transition.”
Google’s introduction of ‘Tracking Protection’ initiates with a controlled deployment among a limited percentage of Chrome users. This deliberate strategy aims to enable developers to gauge and assess their readiness for an online environment void of third-party cookies.
In emphasizing the overarching objective, a Google representative affirmed, “With Tracking Protection, Privacy Sandbox, and all of the features Google launches in Chrome, we’ll continue to work to create a web that’s more private than ever, and universally accessible to everyone.” This commitment underscores the tech giant’s dedication to fostering a more private and inclusive online experience for all users.