Google Chrome Tests Privacy: Disabling 3rd-Party Cookies
Google Chrome is trying out a new change in how companies track users online. They're testing a feature that turns off third-party cookies, which are small files that gather data, personalize ads, and keep an eye on your browsing activities.
Initially, this feature will be tested with around 30 million users, or just 1% of the global user base. Google sees this as a trial run and plans to completely remove cookies for everyone later this year.
The Chrome browser is widely used globally, being the most popular one. Other browsers like Apple's Safari and Mozilla Firefox, which have a smaller user base, already allow users to block third-party cookies.
Google is approaching this change by asking randomly selected users if they want a “more private” browsing experience. Anthony Chavez, Google's vice president, explained in a blog post that they are responsible for gradually phasing out third-party cookies.
If a website doesn't function properly without these cookies, Chrome will prompt users with the option to temporarily enable them for that specific site.
While Google emphasizes its commitment to enhancing internet privacy, many websites rely on cookies to sell advertising. Some users find targeted ads based on their online activities intrusive. Cookies collect various user data, such as their actions on a site, location, device information, and online destinations after leaving a particular site.
Google's solution, called the Chrome Privacy Sandbox, is limited to the Chrome browser and may primarily benefit Google. Critics, like Phil Duffield from The Trade Desk, argue that protecting consumer privacy online shouldn't hinder publishers' ability to earn revenue. He believes the advertising industry should collaborate to create a better solution.
The UK's Competition and Markets Authority could potentially block Google's plans if they determine that these changes could harm other businesses.
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