Starting January 4, Google will begin initial testing of a system that blocks third-party cookies by default in its Chrome browser. Google announced Thursday that it will begin testing a new feature called Tracking Protection for Chrome users. This effort is happening to reject third-party cookies in your web browser.
This setting is intended to limit “cross-site tracking” by restricting access to third-party cookies on websites by default. Initially, this feature will roll out to a minimal subset of 1% of Chrome users worldwide. The plan is to expand adoption to all users by late 2024.
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Why Google Testing To Block Third-Party Cookies?
The target of Google is to limit third-party cookies. They are also comprehended as “non-essential cookies” by default. This activity will stop tracking user’s movements on the website to provide personalised advertising.
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Its purpose is to prevent third parties from tracking users’ browsing behaviour across different websites. While also allowing websites and apps to serve relevant ads and allowing advertisers to use personal identifiers.
In mid-October 2023, Google announced that to facilitate testing, we will disable third-party cookies for 1% of our users starting in the first quarter of 2024. Moreover, we will start this for 100% of our users in the third quarter of 2024.
Users selected for the selective trial will receive a notification when they open Chrome on their desktop or Android. If Chrome detects a browsing issue, the user will be notified of third-party cookies from the affected website.
Some major browsers, such as Mozilla Firefox and Apple Safari have this type of feature such as Enhanced Tracking Prevention in Firefox and Intelligent Tracking Prevention (ITP) in Safari.
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Google has already introduced restrictions on third-party cookies through its features. But apart from that Google is choosing a middle path with the development of alternatives that allow users to access free online content and services without compromising their privacy.
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