Google has announced that starting on January 4, 2024 they will start disabling third-party cookies in the Chrome browser among approximately 1% of users. This trial will be conducted on a global scale and will involve a limited number of Chrome users. In the latter half of 2024, Google plans to completely stop using third-party cookies for all users.
Google initially disclosed its intentions regarding third-party cookies in November of the present year as part of its Privacy SandBox initiative. Third-party cookies are currently used by websites to track user activity, which in turn helps advertisers target specific audiences.
In order to select participants for the test, Google will employ a random selection process, whereby those chosen will be notified when they launch Chrome on a PC or an Android mobile device. In case any issues arise during the trial, the browser will provide an option to temporarily enable third-party cookies for a specific site.
Google has been actively working towards eliminating the need for cookies in Chrome since 2020. Their Privacy Sandbox initiative involves sharing anonymized user browsing data with advertisers through Google's APIs, while simultaneously safeguarding customer privacy.
The regulatory bodies of various countries, including the UK's Competition and Markets Authority, are closely monitoring Google's efforts to prevent the company from gaining an unfair advantage in its advertising sales. Consequently, Google has decided to delay the full rollout of disabling third-party cookies until the second half of next year, in order to address any remaining competition concerns.
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