NEW YORK (Daily Point) — Google is currently conducting trials for substantial changes aimed at bolstering online user privacy by disabling third-party cookies in its Chrome browser, as reported by the BBC.
Third-party cookies, which are small files stored on users’ devices to gather analytic data, personalize online ads, and monitor browsing, will be rendered inactive through a new feature.
The initial implementation of this privacy feature is set to be accessible to approximately 1% of global Chrome users, encompassing around 30 million individuals.
Google characterizes these changes as a test phase, with intentions to completely eliminate cookies later in the year. Despite Google’s emphasis on privacy, some advertisers are expressing concerns about potential adverse impacts on their operations.
Google’s Chrome browser, presently the most widely used globally, is taking this initiative while competitors like Apple’s Safari and Mozilla Firefox, although accounting for less internet traffic, have already integrated options to block third-party cookies.
In a blog post, Anthony Chavez, Google’s Vice President, underscored the company’s responsible approach to phasing out third-party cookies in Chrome. He explained that users would be randomly prompted to choose whether they want to “browse with more privacy.” Additionally, if a website encounters issues without third-party cookies, users may receive an option to temporarily re-enable them for that specific site.
While Google asserts its commitment to making the internet more private, many websites depend on cookies for advertising revenue. Cookies record various user data, including site interactions, geographic location, device details, and subsequent online activities. Some users find personalized ads generated through these cookies intrusive.
Phil Duffield, UK Vice President at The Trade Desk, a platform for online ad purchases, criticized Google’s solution, the Chrome Privacy Sandbox, suggesting it primarily benefits Google. He argued that safeguarding consumer privacy should not hinder publishers’ revenue streams and urged the advertising industry to collectively develop better alternatives.
The UK’s Competition and Markets Authority retains the authority to block Google’s plans if it determines potential harm to other businesses.
