Google has started to turn off third-party cookies for 1% of its Chrome users and mentioned the same in its latest blog post. The company has announced this change and even mentioned it could take a few more days to reach wider audiences. Furthermore, implementing this update will roll out in full swing in the third quarter of 2024.
The tech giant made plans to limit third-party cookies in 2020 and was waiting for approval from a few authorities in different countries. On the other hand, users with cookies turned off will also receive a new update of Tracking Protection controls.
Google Blocks Data Tracking Cookies on Chrome Browser
The tech giant has taken this decision to get rid of the third-party cookies only for one reason. Google wants to keep people’s activity private on the internet without any fears of malware and hackers taking advantage of users’ data. These blocked trackers use the data to throw targeted ads on users with the help of cookies based on web history.
If a user comes under the 1% category of the update that Google blocks third-party cookies, the Chrome browser will have a new popup. Once the users open the Chrome browser, they can see a new “Tracking Protection” option. This feature will show up as a pop-up once the browser launches and once enabled, it’ll start blocking the cookies and trackers.
In addition to the pop-up, the user can even look up the URL bar on the browser. The bar will have an indicator showing if the tracking protection is turned on or off on the browser. The URL bar will have an eyeball indication showing the users about the tracker protection as turned on. Users can even check if the features have been turned on by going to the “Privacy and Security” section in the browser.
Many big companies have joined the bandwagon with Google in supporting the blockage of third-party cookies. However, few of the companies and entities still view it as a threat affecting their advertisement and business.
In simple terms, third-party cookies help companies track the data of the users and their usage of the internet. This new move from Google should control the way companies show advertisements. Moreover, securing the privacy of the users in a better way.