Google Will End Third-Party Tracking , for Chrome Users in 2024.
The tech giant will begin testing a new
Tracking Protection feature in Chrome on Jan. 4.
The feature is expected to "restrict website access to third-party cookies by default," The Verge reports. .
1% of global users will have access to the feature
at first, and then Tracking Protection is expected
to roll out for everyone later in 2024.
If you are of the randomly-selected 1% to test the feature, you will be notified when opening Chrome.
If issues occur while the feature is enabled,
a prompt will ask if you want to temporarily
re-enable cookies for the website.
Google would like to reach a point where it can provide anonymous browsing data to advertisers, .
which could then use Google's APIs for their ad businesses while better protecting user privacy.
In July, the "Topics API" debuted for developers. Chrome users were able to try it in September. .
However, privacy advocates and tech competitors aren't
entirely convinced that Google's cookie-replacing
tech will be sufficient, The Verge reports.
However, privacy advocates and tech competitors aren't
entirely convinced that Google's cookie-replacing
tech will be sufficient, The Verge reports.
Meanwhile, the Competition and Markets Authority
in Britain has Google's Tracking Protection on its radar
to ensure that the company doesn't give itself
an unfair advantage and sell its own ads