Quick Overview
Google is accelerating its phase out of third-party cookies in Chrome, signaling major changes to how online ads are targeted and users tracked. The move aims to enhance privacy but threatens to upend the models powering free content. As the deadline looms, companies are scrambling to develop new solutions before lucrative tracking data disappears.
In an effort to enhance user privacy online, Google has started testing changes to Chrome that will significantly impact how companies track users and target ads. The tech giant announced it is phasing out third-party cookies in the browser, which many advertisers and websites rely on.
A new “Tracking Protection” feature in Chrome will now block third-party cookies by default for a random 1% of global users, about 30 million people. Third-party cookies are small data files stored on a user’s device that allow websites to monitor browsing history across the internet in order to personalize ads and collect analytics.
For users impacted by the new policy, they will see a notification when opening Chrome explaining they will “browse with more privacy.” Google says it is taking a gradual approach to the phase-out, which is expected to be complete by the end of 2024. If any issues arise from blocking third-party cookies, Chrome will offer users a temporary option to re-enable them for individual sites.
The move aims to address privacy concerns by limiting how user data is collected and shared online. However, many in the digital advertising industry argue it will significantly impact their ability to effectively target ads and could harm publishers’ revenue. Alternatives to cookies will need to be developed.
Google maintains the changes are necessary and that it is working on new solutions through its “Privacy Sandbox” initiative. However, critics argue the changes only benefit Google and do not address underlying privacy issues. The UK competition regulator may also challenge the plans if they are found to unfairly impact other businesses.
The coming phase-out of third-party cookies marks a major shift in how user data is used online and promises to disrupt current digital advertising models. It remains to be seen what long-term solutions emerge that can satisfy both privacy advocates and the ad-supported internet.
