Google has begun testing major changes aimed at increasing user privacy online by disabling third-party cookies in its Chrome browser, the BBC reported.
These cookies, small files stored on users’ devices to collect analytics data, personalize online ads and track browsing, will be disabled through the new feature.
The initial rollout of this privacy feature will be available to approximately 1% of global Chrome users, which includes approximately 30 million individuals.
Google refers to these changes as a trial run, with plans to completely remove cookies later this year. Despite the company’s commitment to privacy, some advertisers are expressing concerns about the potential negative impact on their operations.
Google’s Chrome browser, which is currently the most widely used worldwide, is taking this step, while competitors such as Apple’s Safari and Mozilla Firefox, although counting on less Internet traffic, have already incorporated options to block third-party cookies.
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In a blog post, Google VP Anthony Chavez highlighted the company’s responsible approach to phasing out third-party cookies in Chrome. He explained that users will be randomly prompted to choose whether they want to “browse with more privacy.” In addition, if a site encounters problems without third-party cookies, users may be given the option to temporarily re-enable them for that particular site.
While Google upholds its commitment to making the Internet more private, many websites rely on cookies for advertising revenue. Cookies record various user data, including site interactions, geographic location, device details, and subsequent online activities. Some users find the personalized ads generated through these cookies intrusive.
Phil Duffield, UK vice president of The Trade Desk, an online ad-buying platform, criticized Google’s solution, the Chrome Privacy Sandbox, saying it primarily benefits Google. He argued that consumer privacy protections should not hinder publishers’ revenue streams and called on the advertising industry to work together to develop better alternatives.
The UK Competition and Markets Authority retains the power to block Google’s plans if it finds potential harm to other businesses.
