- Google is starting to test its new “Tracking Protection” feature that will restrict access to third-party cookies starting January 4.
- This step aims to make advertising more privacy-oriented by transmitting anonymized user data to advertisers.
- Bodies such as the CMA, one of the UK’s regulators, are watching this move closely to make sure Google is not hindering competition. Google, on the other hand, states that it will maintain its H2 2024 target to open the feature globally if it needs time to address competition concerns.
Google is taking a big step towards blocking third-party cookies that websites use to track user activity. Starting January 4, the company will begin testing a new “Tracking Protection” feature in Chrome that will restrict access to third-party cookies by default.
The feature will initially be available to a small subset of Chrome users and will allow users more control over tracking across the web. Google then plans to phase out the use of third-party cookies for all users in the second half of 2024. This step comes in line with Google’s Privacy Sandbox initiative, where it wants to make its advertising business more privacy-focused by passing anonymized user data to advertisers. However, this approach has not been fully adopted by rival web browsers and privacy advocates.
On the other hand, regulatory bodies such as the UK’s Competition and Markets Authority (CMA) are monitoring this step closely to ensure that Google is not hindering competition or gaining an unfair advantage. Google, on the other hand, states that it maintains its H2 2024 target to open the feature globally if it needs time to resolve “remaining competitive concerns.”
Compiled by: Ayça Ayaz