Improving privacy on the internet is an ongoing task. To address this, Google continues to develop features in Chrome that safeguard user data and offer greater control over its use. This includes measures to restrict tracking across different websites.
Starting on January 4, a new feature called Tracking Protection will be tested in Chrome. This feature will limit cross-site tracking by default, through restricting website access to third-party cookies. Initially, this will roll out to 1% of Chrome users globally as part of the Privacy Sandbox initiative, with the aim to phase out third-party cookies for all users by the second half of 2024, pending resolution of any remaining competition concerns from the UK’s Competition and Markets Authority.
The Role of Third-Party Cookies
Third-party cookies have been a core component of the web for almost 30 years. While they can be used to track user activities, websites have also relied on them to support various online experiences, such as assisting with logins and displaying relevant ads.
In the process of phasing out third-party cookies in Chrome, Google has developed new tools to support essential use cases for websites, and has given developers time to adapt. The introduction of Tracking Protection will initially be tested on a small percentage of Chrome users to allow developers to assess their readiness for a web environment without third-party cookies.
What to Expect from Tracking Protection
Participants for Tracking Protection will be selected randomly. Those chosen will receive a notification when opening Chrome on desktop or Android.
