Google is set to begin testing a new “Tracking Protection” feature in Chrome, starting January 4, 2024, with 1% of users. The aim is to limit cross-site tracking by default, restricting website access to third-party cookies, a move in line with Google’s efforts to deprecate third-party cookies in its browser.
The company is taking a middle-ground approach, providing alternatives for users to access free online content and services without compromising privacy, unlike browsers like Apple Safari and Mozilla Firefox, which have more stringent restrictions on third-party cookies. Google plans to disable third-party cookies for 1% of users from Q1 2024, ramping up to 100% by Q3 2024.
The new Tracking Protection setting will be randomly assigned to participants, who will be notified upon opening Chrome on desktop or Android devices. By default, it restricts third-party cookies (non-essential cookies) to prevent user tracking across different websites for personalized ad delivery. While Google’s Privacy Sandbox aims to aggregate, limit, or obscure data through various APIs to avoid user re-identification, it still allows relevant ads to be served on sites and apps without compromising individual privacy.
The broader goal is to create a more private web that remains universally accessible to everyone. This move aligns with Google’s October 2023 confirmation of plans to disable third-party cookies for testing purposes, progressively reaching 100% of users by Q3 2024. The Privacy Sandbox uses different APIs, such as Protected Audience, Topics, and Attribution Reporting, to prevent user re-identification while maintaining the ability to serve relevant ads and measure advertising performance without relying on individual identifiers.
Google continues its efforts to balance privacy and advertising relevance as it navigates the evolving landscape of online tracking and user privacy.
