Google has recently initiated the phase-out of third-party cookies for one percent of Chrome users, a significant step in its Privacy Sandbox project that was announced years ago.
The process began on January 4, affecting a random selection of Chrome users worldwide. Given Chrome’s dominance in the browser market, this change impacts approximately 30 million users, as reported by Gizmodo.
Users part of this initial rollout will receive a notification upon opening their browser, informing them about their participation in the early stages of Tracking Protection. This feature restricts websites from using third-party cookies to track user activity online.
However, recognizing that this shift might disrupt the functionality of some websites not yet adapted to this change, Google has provided an option for users to temporarily reactivate third-party cookies.
This can be done by clicking an eye icon in the browser bar, allowing users to toggle off Tracking Protection.
The Privacy Sandbox initiative by the tech giant aims to offer a more privacy-conscious alternative to cookies.
It categorizes users into groups based on their browsing history, enabling advertisers to target relevant ads without infringing on individual privacy.
Unlike cookies, this system processes data on the user’s device, maintaining their interests for three weeks. Despite its privacy-centric approach, the project has drawn regulatory scrutiny over concerns of Google’s growing influence.
Google plans to expand Tracking Protection gradually in the coming months, aiming to eliminate third-party cookies for all Chrome users by mid-2024.
