Google Implements Tracking Protection, Disables Third-Party Cookies for 30 Million Chrome Users

Google Implements Tracking Protection, Disables Third-Party Cookies for 30 Million Chrome Users

Google Implements Tracking Protection and people are going crazy over that.

By testing updates to its Chrome browser that block third-party cookies—which are frequently used by websites and marketers to track user behavior online—Google is taking a big step toward improving user privacy. This action is a component of Google’s Privacy Sandbox program, which aims to gradually remove third-party cookies by the middle of 2024 for all users.

Testing Begins on January 4

Google started testing a feature called monitoring Protection on January 4. Its goal is to restrict website access to third-party cookies and reduce cross-site monitoring by default. Approximately 1% of Chrome users worldwide will be impacted by this new feature, which will impact about 30 million individuals.

Privacy Sandbox Project’s Milestone

The aim is appropriate cookie management, as Google’s Privacy Sandbox project manager Anthony Chavez stressed. With a target date of the later half of 2024, the Privacy Sandbox project is a major step toward completely doing away with third-party cookies, pending the resolution of any regulatory issues over competition.

Impact on Users and Cookies

This is a significant change since third-party cookies have been an essential element of using the internet for over thirty years. While cookies are useful for non-essential things like storing language preferences, they may also be abused to monitor users and show them adverts that are tailored to them depending on what they do online.

Competitors’ Measures and Industry Concerns

Google’s action comes after other major browser competitors, such as Safari, Firefox, Brave, and Edge, took similar steps earlier and blocked cookies on their own.

However, considering Chrome’s overwhelming 63% share of worldwide online usage, worries have been voiced that Google’s decision would disproportionately damage marketers that significantly rely on cookies for targeted advertising.

Balancing Privacy and Revenue Generation

Some who disagree, such as Phil Duffield of the marketing automation company The Trade Desk, contend that publishers’ capacity to make money should not be jeopardized in the sake of consumer privacy protection. The advertising sector is actively looking for alternate approaches and stresses the significance of finding a balance between generating money and protecting user privacy.

Tracking Protection: What to Expect

One percent of Chrome users will be randomly selected for testing of Google’s Tracking Protection functionality, with notification upon selection. By default, this function disables third-party cookies, which reduces cross-site tracking. When a website experiences problems without third-party cookies, Chrome will notify users and provide them with the option to enable them again for that particular website temporarily.

The Evolution Beyond Cookies

Disabling third-party cookies is a crucial step in the continuous endeavor to safeguard online privacy. Although cookies have been used for a variety of reasons, worries about intrusive online experiences and possible data sales have led the industry to look into other options. The goal of Google’s Privacy Sandbox project is to facilitate targeted advertising without tracking user behavior on websites by introducing tools like Topics API.


Google has taken a big step in the direction of a more private online experience by deciding to block third-party cookies for a portion of Chrome users. The firm aims to provide consumers options and companies the resources they need to thrive online while it continues to manage privacy issues.

Tracking Protection will be gradually implemented over the next few months, with the goal of completely eliminating third-party cookies for all Chrome users by the second half of 2024.

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