(CTN News) – Google is testing significant changes in its Chrome browser to improve online user privacy, according to a report by the BBC.
As part of this effort, Google will disable third-party cookies, which are small files that collect data for analytics, personalize online ads, and track browsing. This new feature will deactivate these cookies.
Initially, this privacy feature will be introduced to about 1% of global Chrome users, which is approximately 30 million people. Google sees this as a trial and plans to completely eliminate cookies later this year.
However, despite commitment to privacy, some advertisers are worried about the potential negative impact on their operations.
Google’s Chrome browser, currently the most widely used globally, is taking this step while competitors like Apple’s Safari and Mozilla Firefox have already included options to block third-party cookies, although they have less internet traffic.
In a blog post, Google’s Vice President, Anthony Chavez,
Emphasized the company’s responsible approach to phasing out third-party cookies in Chrome. He explained that users will be randomly asked if they want to “browse with more privacy.” Additionally, if a website experiences issues without third-party cookies, users may have the option to temporarily enable them for that specific site.
While Google is dedicated to making the internet more private, it is important to note that many websites rely on cookies for advertising revenue.
These cookies collect various user data, such as site interactions, location, device information, and subsequent online activities. However, some users find personalized ads generated through these cookies intrusive.
Phil Duffield, the Vice President of The Trade Desk in the UK, which is an online ad purchasing platform, expressed his criticism towards solution, the Chrome Privacy Sandbox.
He emphasized that this solution seems to primarily favor Google and argued that protecting consumer privacy should not come at the expense of publishers’ revenue streams. Duffield urged the advertising industry to collaborate and devise more effective alternatives.
It is worth noting that the UK’s Competition and Markets Authority possesses the power to intervene and prevent Google’s plans if it identifies any potential harm to other businesses.