Google announced that starting from January 4, 2024, it will begin testing the anti-tracking protection function, restricting the access of third-party cookies to websites while browsing in Chrome.
The company will roll out this feature to 1 percent of Google Chrome users worldwide, marking a milestone in its Privacy Sandbox initiative, designed to deliver digital advertising that respects users’ online privacy by eliminating third-party tracking cookies using programming interfaces. Alternative applications.
As anti-tracking protection trials begin, it plans to remove third-party cookies for all browser users in the second half of 2024, provided outstanding issues with the UK Competition and Markets Authority are resolved.
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Google has created tools to enable valid cookie use cases and given developers time to transition. Anti-tracking protection will initially be offered to a small percentage of users, allowing developers to test readiness for a website without third-party cookies.
Randomly selected users will receive a notification when they open Chrome on any Android desktop or computer. When browsing the Internet, they will not give away their information and web pages will not be able to track them when they change locations.
If a website doesn’t work without third-party cookies and the user has problems using it, Chrome will offer the option to temporarily enable cookies from the eye icon in the address bar.
They misused “cookies”
The misuse of third-party cookies has been widespread for several main reasons:
Large-scale data collection: Third-party cookies allow marketing companies to track users across multiple websites to collect data about browsing behaviors, interests, and purchasing patterns. This information is used to create detailed user profiles.
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Targeted Advertising: Using the data collected, advertisers can target their ads more effectively. Third-party cookies make it easier to implement targeted or retargeting advertising campaigns, as ads track the user across the web, increasing conversion potential.
Monetizing Free Content: Many online services and content are offered for free and are funded through advertising. Third-party cookies are an essential tool for web publishers to monetize their content without directly charging users.
Attention Economy: In a competitive digital environment, where a user’s attention is a limited and valuable resource, third-party cookies help companies attract and maintain users’ attention with personalized advertising based on their past online behavior.
Easily deployable technology: Cookies are relatively easy to deploy and use, which has allowed even small advertisers and websites to engage in data collection and targeted advertising.
Lack of upstream regulation: Before the implementation of privacy laws such as Europe’s GDPR and California’s CCPA, there was little regulation limiting the use of third-party cookies, allowing their use to expand without Many restrictions.
Profitability of online advertising: The advertising model based on third-party cookies has proven to be very profitable, providing advertisers with a significant return on investment thanks to ad personalization.
Data marketplace: There is a market for buying and selling user data, and third-party cookies have facilitated this trade, contributing to its spread.
Misuse arose from the combination of these favorable circumstances, leading to intrusive data collection practices and often without explicit or informed user consent, ultimately leading to a setback in user privacy and a demand for more stringent regulations.
With information from European press.
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