NEWS  Google  January 5, 2024  Reading time: 2 Minute(s)

Max (RS editor)

Google has disabled third-party cookies for one percent of its Chrome users, marking a significant milestone in its ongoing Privacy Sandbox project. This global rollout, which affects approximately 30 million users, aims to introduce Tracking Protection, limiting sites from utilizing third-party cookies to track user browsing activities.

As of January 4, users included in this initiative will receive a notification upon launching their browser, informing them that they are among the first to experience Tracking Protection. The feature seeks to provide users with an added layer of privacy by curbing the use of third-party cookies for tracking purposes. However, acknowledging potential disruptions to websites yet to adapt, Google allows users to temporarily re-enable third-party cookies through a simple toggle in the browser bar.

Google's Privacy Sandbox initiative was conceived as an alternative to traditional cookies, intending to enable advertisers to deliver targeted ads while safeguarding user privacy. The system categorizes users into interest groups based on their recent browsing activities, allowing advertisers to match them with relevant ads. Unlike cookies, all data and processing occur on the user's device, and Google assures that user interests will only be stored for three weeks. Despite these privacy-centric features, the initiative has attracted regulatory attention amid concerns about Google's growing dominance.

The project's ambitious goal is to disable third-party cookies for all Chrome users by mid-2024. This phased rollout is designed to allow users, websites, and advertisers to adapt gradually to the changes introduced by Tracking Protection. Users have the option to re-enable third-party cookies temporarily, demonstrating Google's commitment to balancing user privacy with the functionality of the web.

While Privacy Sandbox aims to create a less invasive advertising ecosystem, it has also raised concerns about Google's potential to further consolidate its power. The company's approach of processing data locally on user devices distinguishes it from traditional cookie-based systems, addressing some privacy worries. However, regulatory scrutiny remains as the initiative unfolds, and Google's adherence to privacy standards will undoubtedly be closely monitored.

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