Google will gradually block third-party cookies in Chrome as part of its Privacy Box initiative. Testing will begin in early 2024 with a 1% user sample, followed by a larger-scale implementation in the third quarter of the same year.
Websites utilize cookies to track user activity and personalize ads based on their interests. However, this practice can compromise privacy by allowing tracking of browsing habits and sites.
Google's decision to phase out third-party cookies is a significant step towards enhancing online privacy. The initiative aims to reduce user tracking while ensuring access to essential online services.
The initial testing phase is crucial for identifying and resolving web compatibility issues. Google will closely monitor the initiative's implementation to minimize any negative impact on user experience. During testing, the company will introduce measures and user controls to handle exceptions on top-level sites in Chrome, thus minimizing potential disruptions.
Advertisers will have the option to migrate to Google's Privacy Sandbox APIs for interest-based advertising once third-party cookies are discontinued.
Firefox and Safari already block third-party cookies by default, and Google expects other browsers to adopt similar measures in due course.
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