Dec 17, 2023, 10:20 AM
Google announced on Thursday that it will commence trials for a fresh functionality on its Chrome browser, as a step towards prohibiting third-party cookies that advertisers employ to monitor users.
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This renowned search engine is scheduled to introduce the feature, known as Tracking Protection, to 1% of Chrome users worldwide on January 4th.
This implementation will automatically limit cross-site tracking.
It's plans to completely eliminate the use of third-party cookies for users by the second half of 2024. However, the timeline for this transition is contingent upon addressing antitrust concerns raised by the UK's Competition and Markets Authority (CMA), according to Google.
The CMA has been conducting an investigation into Google's decision to reduce support for certain cookies in Chrome, as it is concerned that this move may hinder competition in the digital advertising industry. Additionally, the CMA is closely monitoring Google's advertising sector, which is its primary source of revenue.
Cookies are specialized files that enable websites and advertisers to identify individual internet users and track their browsing activities.
Margrethe Vestager, the European Union's antitrust chief, has also stated that the agency's examination of Google's implementation of tools to block third-party cookies, as part of its "Privacy Sandbox" initiative, will continue.
Advertisers have expressed concerns that the elimination of cookies in the world's most popular browser will restrict their ability to gather data for personalized advertisements, making them reliant on Google's user databases. BofA Global Research, a brokerage firm, stated in a recent note that the phasing out of cookies will grant more influence to media agencies, particularly those capable of providing exclusive insights on a large scale to advertisers.
https://upload.wikimedia.org/wikipedia/c...go.svg.png
This renowned search engine is scheduled to introduce the feature, known as Tracking Protection, to 1% of Chrome users worldwide on January 4th.
This implementation will automatically limit cross-site tracking.
It's plans to completely eliminate the use of third-party cookies for users by the second half of 2024. However, the timeline for this transition is contingent upon addressing antitrust concerns raised by the UK's Competition and Markets Authority (CMA), according to Google.
The CMA has been conducting an investigation into Google's decision to reduce support for certain cookies in Chrome, as it is concerned that this move may hinder competition in the digital advertising industry. Additionally, the CMA is closely monitoring Google's advertising sector, which is its primary source of revenue.
Cookies are specialized files that enable websites and advertisers to identify individual internet users and track their browsing activities.
Margrethe Vestager, the European Union's antitrust chief, has also stated that the agency's examination of Google's implementation of tools to block third-party cookies, as part of its "Privacy Sandbox" initiative, will continue.
Advertisers have expressed concerns that the elimination of cookies in the world's most popular browser will restrict their ability to gather data for personalized advertisements, making them reliant on Google's user databases. BofA Global Research, a brokerage firm, stated in a recent note that the phasing out of cookies will grant more influence to media agencies, particularly those capable of providing exclusive insights on a large scale to advertisers.
