Google has initiated trials for a novel feature aimed at curtailing cross-site tracking by default, limiting third-party cookie access for websites. The company has introduced the 'Tracking Protection' feature to approximately 1% of Chrome users globally, encompassing about 30 million users. This feature is an integral part of Google's 'Privacy Sandbox' initiative, set to phase out third-party cookies for all users in the latter half of 2024.
However, Google clarified, "It is subject to addressing any remaining competition concerns from the UK’s Competition and Markets Authority."
The tech giant plans a comprehensive rollout of the 'Tracking Protection' feature to eradicate cookies later this year. Third-party cookies have been a cornerstone of web functionality for nearly three decades. While they serve the purpose of tracking website activities, these cookies have also facilitated various online experiences, such as aiding in logins or displaying relevant advertisements.
Anthony Chavez, Google's Vice President of Privacy Sandbox, emphasized, "We’re taking a responsible approach to phasing out third-party cookies in Chrome." Chavez highlighted the Privacy Sandbox's creation of new tools supporting essential functions for websites and allowing developers ample time for the transition.
Google's strategy involves initially introducing 'Tracking Protection' to a small subset of Chrome users, enabling developers to assess their readiness for a web environment devoid of third-party cookies. Chavez stated, "With Tracking Protection, Privacy Sandbox, and all of the features Google launches in Chrome, we’ll continue to work to create a web that’s more private than ever, and universally accessible to everyone."
(With Agency Inputs)
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