| Google Disconnects Third-Party Cookies in Chrome Browser | |
| Tracking Protection Experiment | |
| Privacy Sandbox Initiative | |
| Regulatory Concerns |
Google has commenced the process of disconnecting third-party cookie files in its Chrome browser, affecting approximately 1% of users worldwide since January 4. This move is part of the company’s Privacy Sandbox project, and it is estimated to impact around 30 million users due to Chrome’s sizable market share, as reported by SecurityLab.
The initial group of users who have been affected by this change will receive a notification informing them that they have become part of a tracking protection experiment. This experiment works by limiting the use of third-party cookies to track internet activity. However, Google has allowed for temporary reactivation of third-party cookies if users encounter any issues with website functionality.
Google’s “Privacy Sandbox” initiative aims to create an alternative to traditional cookies. This system involves grouping users based on their browser activity in order to deliver relevant advertising, with the data being processed directly on the user’s device. Google intends to retain information about users’ interests for a duration of three weeks.
Regulators have shown concern over this project, fearing that it could further strengthen Google’s dominant position in the market. If the implementation of this new system proceeds smoothly, Google plans to gradually phase out third-party cookies for all Chrome users by mid-2024.