Starting January 4, 2024, Google will carry out tests that appear crucial in its commitment to anti-tracking protection in its Chrome browser, marking a significant step in its Privacy Sandbox initiative.
This feature, which by default restricts third-party cookies from accessing websites, will initially be rolled out to 1% of global Google Chrome users. It is the first stage of a plan that includes definitively ending these trackers of Internet users’ information. When? Still not known…
Privacy Sandbox is Google’s answer to providing digital advertising that respects user privacy, eliminating third-party tracking ‘cookies’ in Chrome through alternative APIs. The anti-tracking protection feature will be tested on a small percentage of users to evaluate developers’ readiness in the transition to a website without third-party cookies.
Google plans to eliminate third-party cookies for all Chrome users in the second half of 2024, subject to resolution of pending competition issues with the UK Competition and Markets Authority. The company has emphasized its commitment to user privacy and created new tools that enable valid cookie use cases, giving developers time to adapt.
To carry out these tests, Google will randomly select a small group of users who will receive a notification when they open Chrome on any device. Once anti-tracking protection is activated, third-party cookies will stop delivering information, preventing web pages from tracking user activity between different sites.
It is essential to note that, if a specific website does not function correctly without third-party cookies and the browser detects difficulties for the user, the option to temporarily enable cookies will be offered. This option will be available from the eye icon located to the right of the address bar.
Google seeks to provide developers and users with a smooth transition to a more secure and privacy-friendly digital environment. These measures reflect the company’s intentions and continued commitment to user privacy while addressing growing concerns about online tracking. With this anti-tracking protection, Google Chrome marks an essential milestone in the evolution of privacy practices on the web, and they are committed to facilitating the adoption of these measures in the browsing experience.