Google started limiting third-party cookies, or cookies, for certain users of its “Chrome” browser on Thursday. This is the first step towards totally ditching the tracking tools, which have come under fire for being excessively invasive, as Google stated. Since 2020, as reported in the Daily Mail.
As previously reported, the Chrome browser will restrict the activity of external cookies to 1% of its users to assist experiments. Starting from the third quarter of 2024, the capacity will be increased to 100% of users, according to the statement posted on the company’s blog.
To test out a new feature they’re calling “Tracking Protection,” the internet behemoth picked 30 million users at random, or one percent of the global population.
As part of its Privacy Sandbox initiative, the American tech giant Google is taking this measure to ensure that websites cannot use third-party cookies to monitor users’ online activities in order to serve them advertisements.
Web browsers like Firefox and Safari from Mozilla have been banning third-party cookies by default for a while now.
Google clarified that in order to fully remove third-party cookies, they needed to discuss “possible competition problems” with the British Competition and Markets Authority.
Since the implementation of various standards, such as the General Data Protection Regulation (GDPR) set by the European Union in 2016 and legislation issued in California, there have been stricter regulations regarding AD cookies. These cookies are computer files that specifically track the movement of Internet users in order to deliver targeted advertisements to them.
The phrase “third-party cookies” is used to describe cookies that are not created by the browser but rather by the websites that are visited.
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