Google Chrome, the most popular web browser on the market, is implementing a new measure that will be aUser Privacy ProtectionA major update has been made. The centerpiece of this update is to restrict the use of third-party cookies. Third-party cookies are small data files that are stored on a user's device and are widely used to track and analyze user behavior, enablePersonalized advertisingPush and monitor users' web browsing activities.
As an initial phase, this new feature will be tested with a user base of approximately 1%, or roughly 30 million users globally.Google describes this initiative as a test and expects to expand the scope later this year to phase out the reliance on third-party cookies.
The move has caused concern among some advertisers who fear it will have a negative impact on their business. However, Google's competitors, such as Apple's Safari and Mozilla Firefox, already offer the ability to block third-party cookies, even though they don't have the same market share as Chrome.
Users selected by Google through sampling will be asked if they want to browse while enjoying more privacy protection.Anthony Chavez, Google's vice president, laid out the company's position in a blog post, emphasizing that Google is phasing out third-party cookies in Chrome in a responsible manner.He explained that if a user encounters an issue with a site not functioning properly without third-party cookies, Chrome will provide the option to temporarily re-enable third-party cookies for that site.
Google's effort is part of its commitment to improving privacy on the web, even though cookies are a key factor for many websites in realizing their advertising revenues. The personalized and pervasive nature of advertisements often makes users feel intruded upon, for example, when a user visits a site or buys a product, related ads seem to appear on all the sites they visit.
Cookies can record a variety of data about users, including their activity on a website, their geographic location, the device they are using, and their subsequent online behavior.
Phil Duffield, UK VP from The Trade Desk, notes that Google's proposed Chrome Privacy Sandbox solution only works on Chrome and may not benefit parties other than Google. The Trade Desk is a platform for businesses to buy online The Trade Desk is a platform for businesses to buy advertising online.
Duffield emphasized that protecting consumers' online privacy should not come at the expense of publishers' revenue. He also added that the advertising industry is on a shared mission to create better quality content.
In the UK, the Competition and Markets Authority (CMA) has the power to take action to stop Google's plans if it believes they could harm other businesses.
Original article by Chief Security Officer, if reproduced, please credit https://cncso.com/en/google-chrome-blocking-data-tracking-cookies-html
