Google Plans to Experiment with Turning Off Cookies

( – Reports show Google will begin turning off third-party cookies, the invasive files that monitor your online activity, starting on January 4.

To test out a new “Tracking Protection” feature, Google is picking a random 30 million users, or 1% of Chrome users worldwide. You will get a message on your Chrome desktop or browser if you are chosen.

Websites will be unable to employ third-party cookies to follow users’ online activities and provide them with more personalized advertisements thanks to the Google Privacy Sandbox feature.

Users may select the gear icon in the search bar to restore the ability to use third-party cookies in Chrome.

In the second half of 2024, when Tracking Protection is available to all users, Google intends to fully eliminate third-party cookies.

According to Google, Tracking Protection zeroes in on third-party cookies (those that aren’t from the page the user is viewing) usually put there by digital advertising companies. Any time a user sees an ad or picture that originates from another website, a “third-party cookie” is generated. They differ from first-party cookies, which are often helpful since they allow the browser to remember crucial user information, such as passwords.

According to Google, their new method limits data sharing inside the company and will, therefore, be more beneficial to our privacy than third-party cookies.

Instead of gaining instant access to our internet browsing data, marketers must tell Chrome what themes they want to explore, like travel, fashion, restaurants, or sports.

However, authorities are worried that Google’s already dominant position in the Internet advertising business will grow even more as a result. The most widely used web browser would force advertisers to rely more on Google’s user datasets for ad personalization.

A resolution of the antitrust concerns voiced by the UK’s CMA is necessary before Google can implement its proposal to eliminate third-party cookies for every user in 2024.

In the UK, the Competition and Markets Authority (CMA) is responsible for overseeing competition. The United Kingdom’s non-ministerial agency is tasked with curbing anti-competitive behaviors and promoting commercial competition.

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