The elimination of third-party cookies in Chrome will consist of two phases: first they will be blocked for 1% of users and then for all users.
Google will begin to restrict cookies from January 4, 2024. That day the testing of your Anti-Tracking Protection will begin, a new feature that will limit the use of third-party cookies. It will be a gradual process, since at the beginning they will only limit them to 1% of Chrome users, but from the second half of the year they will be blocked for everyone.
What will the process be like?
Blocking cookies is part of the new Anti-Trace Protection function, which in turn is part of the Privacy Sandbox initiative. Your block will be gradual, since at the beginning 1% of the search engine users will be chosenwhich may seem like a small number but represents millions of people.
The chosen ones You will receive a notification when you start Chrome on your computer or Android. According to Google, the choice will be made at random. When browsing the Internet, third-party cookies will be restricted by default. If a website does not work without activating them, the user will have the option of temporarily enabling them on said website.
This first phase will be a test. From the second half of 2024, they will be blocked for all Chrome users. Such implementation is pending competition issues with the UK Competition and Markets Authority. This will mean the end of cookies for the browser, although the user has been able to manage them for some time.
Why does Google want to eliminate third-party cookies?
The Californian company affirms that this is a step forward in favor of user privacy. Cookies are small files that are downloaded to devices when entering a website. They speed up access to it or save information that interests us, for faster use, but also they hide a malicious face– Track user activity to show you advertising. Because of this, Google points out that by limiting them, it enhances user privacy.
This will surely happen, but we must also take into account that in this way competition could be removed. By eliminating third-party cookies, Chrome could obtain a better position when inserting advertising. Due to this, its implementation will be monitored by regulatory bodies to prevent it from creating a monopoly.
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