Global – Google has announced that it will begin testing its ‘Tracking Protection,’ a new feature that limits cross-site tracking for Chrome users. This is a step in their ‘Privacy Sandbox’ program, which aims to phase out third-party cookies internationally by the second half of 2024, pending resolution of antitrust concerns from the UK’s antitrust and Markets Authority.
In a blog post by Anthony Chavez, vice president for Privacy Sandbox at Google, he notes that for nearly 30 years, third-party cookies have been necessary for the internet environment. While they can be used to monitor people’s online actions, websites have also made use of them to improve other aspects of the online experience, such making logins easier and showing relevant ads.
The company has also stated that they are taking an orderly approach to gradually removing third-party cookies from Chrome by deploying the Privacy Sandbox. New tools have been developed to aid websites in critical use cases, and developers have been given adequate time to adjust to the transition.
The initial release of Tracking Protection begins with a small fraction of Chrome users, allowing developers to test their readiness for a web environment free of third-party cookies.
Participants in the Tracking Protection program are chosen at random, and upon selection, notifications will be received when accessing Chrome on desktop or Android. As a result, while browsing the web, third-party cookies will be automatically disabled by default, limiting the ability to monitor individuals across several websites.
“Google is dedicated to providing businesses with the resources they need to succeed online while maintaining the free and open access of high-quality content, such as community sites, videos, educational materials, news articles, and other web content types, for improving online privacy. By means of programs like Privacy Sandbox, Tracking Protection, and other features that Chrome has brought to the table, they continually work to make the internet a more private place that is open to all users,” Chavez stated.