Google has initiated testing of significant changes aimed at enhancing online user privacy by disabling third-party cookies in its Chrome browser, BBC reported.
These cookies, small files stored on users’ devices to collect analytic data, personalise online ads, and monitor browsing, will be deactivated through a new feature.
The initial rollout of this privacy feature will be available to approximately 1% of global Chrome users, encompassing around 30 million individuals.
Google labels these changes as a trial run, with plans for a complete elimination of cookies later in the year. Despite the company’s commitment to privacy, some advertisers are expressing concerns about potential negative impacts on their operations.
Google’s Chrome browser, currently the most widely used globally, is taking this step while competitors like Apple’s Safari and Mozilla Firefox, although accounting for less internet traffic, have already incorporated options to block third-party cookies.
In a blog post, Anthony Chavez, Google’s Vice President, emphasised the company’s responsible approach to phasing out third-party cookies in Chrome. He explained that users would be randomly prompted to choose whether they want to “browse with more privacy.” Additionally, if a website encounters issues without third-party cookies, users may receive an option to temporarily re-enable them for that specific site.
While Google asserts its commitment to making the internet more private, many websites rely on cookies for advertising revenue. Cookies record various user data, including site interactions, geographic location, device details, and subsequent online activities. Some users find personalised ads generated through these cookies intrusive.
Phil Duffield, UK Vice President at The Trade Desk, a platform for online ad purchases, criticised Google’s solution, the Chrome Privacy Sandbox, suggesting it primarily benefits Google. He argued that safeguarding consumer privacy should not hinder publishers’ revenue streams and urged the advertising industry to collectively develop better alternatives.
The UK’s Competition and Markets Authority retains the authority to block Google’s plans if it determines potential harm to other businesses.
