Alphabet’s Google announced on Thursday that it will start testing a new feature on its Chrome browser as part of an initiative to outlaw third-party cookies, which are used by marketers to track customers.
On January 4, the world’s largest search engine is scheduled to launch Tracking Protection, a feature that will by default prevent cross-site tracking for 1% of Chrome users worldwide.
In the second half of 2024, Google intends to fully phase out the use of third-party cookies for users.
Google stated that the timing is contingent to resolving antitrust concerns brought up by the Competition and Markets Authority of the United Kingdom.
The CMA has been looking into Google’s proposal to stop supporting some cookies in Chrome because the watchdog is concerned that this will hurt competition in digital advertising and keep an eye on the company’s largest revenue stream, which is advertising.
Cookies are small files that let websites and advertisers recognize specific visitors to their website and monitor their browsing patterns.
Google moves to erase third-party cookies
Alphabet’s Google announced on Thursday that it will start testing a new feature on its Chrome browser as part of an initiative to outlaw third-party cookies, which are used by marketers to track customers.
On January 4, the world’s largest search engine is scheduled to launch Tracking Protection, a feature that will by default prevent cross-site tracking for 1% of Chrome users worldwide.
In the second half of 2024, Google intends to fully phase out the use of third-party cookies for users.
Google stated that the timing is contingent to resolving antitrust concerns brought up by the Competition and Markets Authority of the United Kingdom.
The CMA has been looking into Google’s proposal to stop supporting some cookies in Chrome because the watchdog is concerned that this will hurt competition in digital advertising and keep an eye on the company’s largest revenue stream, which is advertising.
Cookies are small files that let websites and advertisers recognize specific visitors to their website and monitor their browsing patterns.
