As part of an effort to ban third-party cookies, which are used by marketers to track consumers, Alphabet’s Google said on Thursday that it will begin testing a new feature on its Chrome browser.
The biggest search engine in the world plans to introduce Tracking Protection on January 4. This feature will automatically shield 1% of Chrome users from cross-site tracking.
Google plans to completely phase out users’ use of third-party cookies in the second half of 2024.
According to Google, the timeline is subject to the resolution of antitrust issues raised by the UK’s Competition and Markets Authority.
Google’s proposal to discontinue supporting certain cookies in Chrome has drawn attention from the CMA, which is worried that this will reduce competition in the digital advertising market and negatively impact the company’s main source of income, which is advertising.
Cookies are little files that enable websites and advertisers to track the browsing habits of particular users and identify them specifically.
Moving to remove third-party cookies is Google
As part of an effort to ban third-party cookies, which are used by marketers to track consumers, Alphabet’s Google said on Thursday that it will begin testing a new feature on its Chrome browser.
The biggest search engine in the world plans to introduce Tracking Protection on January 4. This feature will automatically shield 1% of Chrome users from cross-site tracking.
Google plans to completely phase out users’ use of third-party cookies in the second half of 2024.
According to Google, the timeline is subject to the resolution of antitrust issues raised by the UK’s Competition and Markets Authority.
Google’s proposal to discontinue supporting certain cookies in Chrome has drawn attention from the CMA, which is worried that this will reduce competition in the digital advertising market and negatively impact the company’s main source of income, which is advertising.
Cookies are small files that help websites and advertisers track the browsing habits of particular visitors to their site.
