Google is making significant strides in its commitment to user privacy by taking its first steps towards restricting third-party cookies in its Chrome web browser. This move comes as part of Google’s larger plan to eventually eliminate these cookies, which have long raised concerns about online privacy.
Back in 2020, Google announced its intention to phase out cookies entirely. However, the complete elimination of third-party cookies hinges on the approval of Britain’s Competition and Markets Authority. This regulatory body is closely examining the potential impact on other businesses in the digital ecosystem.
In a recent blog post, Google clarified its strategy, stating, “As per previously announced plans, Chrome is restricting third-party cookies by default for one percent of Chrome users to facilitate testing, and then ramping up to 100 percent of users from Q3 2024.” This implementation will begin as of Thursday.
For those less familiar with the terminology, cookies are small files that track web navigation to enable targeted advertising. In recent years, these cookies have come under increasing regulatory scrutiny, including the European Union’s General Data Protection Regulation introduced in 2016, as well as various regulations in California.
Third-party cookies, specifically, are those placed by websites you visit, not by the browser itself. Google’s decision to limit them is a significant step towards a more private and secure online experience.
Google initially announced its cookie phase-out plan in January 2020, setting a two-year timeline. However, the start date has been pushed back multiple times due to ongoing developments and concerns.
In lieu of third-party cookies, Google has been working on an alternative system for Chrome. This new approach targets what are known as Federated Learning of Cohorts, or FLoC. Instead of tracking individual users, FLoC groups people into audience segments, each comprising hundreds or thousands of users with similar interests or browsing habits.
The move towards restricting third-party cookies reflects Google’s commitment to user privacy and data protection. As the digital landscape evolves, Google is taking a proactive stance to ensure that users can enjoy a more secure and private online experience while still allowing advertisers to reach their target audiences effectively.
