In a move towards bolstering user privacy, Google Chrome is set to commence the blocking of third-party cookies starting January 4. Unlike its competitors, Google Chrome, has a dominant position in the browser market, constituting 63% of web usage.
Anthony Chavez, leader of Google’s Privacy Sandbox project, revealed that the initial phase will involve blocking third-party cookies for 1% of users on both computers and Android phones. This measure, part of an extended plan, aims to cover all Chrome users by the end of 2024, marking a delayed timeline due to previous adjustments.
Cookies, which are small text files stored by websites on devices, have played an important role in online behavior tracking since the early days of the Internet. Despite their widespread use, privacy concerns have prompted several rival browsers, including Apple Safari, Mozilla Firefox, and Brave, to adopt measures against third-party cookies earlier. Microsoft Edge also provides a similar feature under its “strict” privacy setting.
While cookies serve important purposes such as remembering language preferences and enhancing user experience, the darker side involves the misuse of third-party cookies for detailed profiling. This profiling can extend beyond interests to include sensitive information like gender, sexuality, religion, and political affiliation, leading to intrusive online experiences and third-party data sales.
Chris Mills, a technical writer with previous experience at Mozilla, highlighted the potential misuse of third-party cookies, emphasizing the need for enhanced privacy measures. He pointed out that without cookies, alternative tracking technologies like fingerprinting become more prevalent, posing challenges for conventional blocking methods.
Despite the cautious approach taken by Google to avoid disrupting the online advertising industry, the company has acknowledged the importance of safeguarding user privacy. The move to block third-party cookies is part of a broader effort to create a more private web environment.
To address the void left by third-party cookies, Google has been developing new tools, including a programming interface called Topics. This interface aims to facilitate targeted advertising without resorting to tracking users’ website activities. However, widespread adoption may face hurdles as some browsers, like Safari and Firefox, do not currently support this interface.
Chavez assured that, in the process of enhancing privacy, Google remains committed to providing businesses with the necessary tools for online success. The goal is to ensure that high-quality content, ranging from news articles and videos to educational information and community sites, remains freely accessible on the web.
