Google recently made an announcement that they plan to eliminate third-party cookies, following in the footsteps of other internet browsers such as Firefox and Safari. As part of their efforts, the tech giant has launched their alternative user-tracking ad system, known as the “Privacy Sandbox,” on their Chrome browser.
The company has set a new timeline for phasing out third-party cookies, which is expected to be completed by the second half of 2024. To kickstart this process, Google will be rolling out the “Tracking Protection” feature on January 4. Initially, only 1 percent of Chrome users will receive the update, but by the second half of 2024, it should be available to all desktop Chrome and Android users.
This move by Google has attracted attention from regulators, most notably the UK’s Competition and Markets Authority (CMA). The CMA has been closely monitoring Google’s actions and its potential impact on the digital advertising industry.
Google has defended its delayed rollout, stating that it is a “responsible approach” to phasing out third-party cookies. The company’s previous delay in killing tracking cookies was to ensure that they could create an alternative tracking system that would not negatively impact its ad business.
Overall, the rollout of the “Tracking Protection” feature seems to be progressing as planned. Google’s decision to eliminate third-party cookies is a significant step towards enhancing user privacy and security in the digital world. As more details emerge about the Privacy Sandbox and its impact on the advertising landscape, it will be interesting to see how it shapes the future of online advertising.
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