Google disabled cookies for 30 million Chrome users as part of the tech giant's crackdown to ensure tracking protection for people on the internet.
The effort is part of the company's attempts to end the practice of tracking users online. A new feature in the Chrome browser allows users to disable third-party cookies. These are small files stored on a device to collect analytic data, personalize online ads, and monitor browsing.
Google Disables Cookies for Millions
Initially, the disabled cookies would only affect 1% of global users, which equates to roughly 30 million people. The tech giant describes the new changes as a test phase as it has plans for a full rollout to eliminate the use of cookies later in 2024.
However, some advertisers have said that they will suffer as a result of Google's crackdown on cookies. The development comes as Google Chrome is the most popular internet browser in the world.
The company's browser has rivals, including Apple's Safari and Mozilla Firefox, which both account for far less internet traffic. These two already have options for users to block third-party cookies, as per BBC.
Google said that the users who will be asked whether or not they want to "browse with more privacy" will be randomly chosen. The company's vice president, Anthony Chavez said in a blog post that they are taking a responsible approach to phasing out third-party cookies in Chrome.
He added that if a site does not work without third-party cookies and Chrome notices a user having issues, it will prompt them with an option to temporarily re-enable third-party cookies for that particular website.
The tech giant said that it is working to make the internet more private for people who browse it. However, from the point of view of many websites, cookies are considered a vital part of selling the advertising on which they depend.
While the latest Chrome change only affects a small number of users, it is considered a milestone for the internet. Cookies have long been a part of the web and removing them completely has been difficult, according to CNET.
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Ensuring Protection of Privacy
In 2021, the United Kingdom's Competition and Markets Authority intervened with concerns that Chrome blocking third-party cookies would give an unfair advantage to the company's advertising business. This is by letting the tech giant track behavior on its own websites without third-party cookies.
While there are privacy issues, cookies have several benign uses, such as remembering language preferences, protecting against fraud, or making it easier to return to a website without having to log back in.
However, many of these involve first-party cookies and not third-party ones that advertisers can set to show ads or social networks adding share buttons. Some users could feel uncomfortable when they see a particular item in an online store after looking at the product somewhere else on the internet.
Google's senior director of product management for Privacy Sandbox, Victor Wong previously said that they are making the largest changes to how the internet works. He said that this comes at a time when people are, more than ever, relying on the free services and content that the web offers, said Gizmodo.
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