Google introduces ‘Tracking Protection’ feature for users

Big Tech giant company Google has started to discontinue third-party cookies for millions of Google Chrome users from January 4th.

Company will soon automatically block third-party cookies stopping other websites tracking your activities To enhance user privacy, Google Chrome browser will phase out this technology with “Tracking Protection”.

Google’s tracking protection feature will prevent third-party cookies for 1% of its users.

Let’s understand the concept of cookies and how it works

What are third-party cookies and how it works

Third-party cookies are small parts of data which are stored on a user’s device like a computer, mobile phone or tablet by a website that is different from one the user is visiting. These cookies are created by domains other than one the user is interacting directly. The term “Third-party” refers to the fact that cookies come from a third-party domain, different from the site the user is currently engaging with.

These cookies track your online browsing history and other preferences across the internet.They are often used for online advertising and marketing  purposes, such as showing you more relevant advertisements based on your past searches or website visits. 

Cookies used on third-party websites, especially those hosted by Google, possess the ability to access personal details, potentially raising concerns about user’s privacy.The data collected by third-party cookies is often employed for targeted advertising, creating detailed user profiles, and delivering personalized content.However, this practice has raised privacy concerns as users may be uncomfortable with the extent of tracking and data collection. In response to these concerns and as part of broader industry trends toward prioritizing user privacy, Google has made the strategic decision to phase out the use of cookies for millions of users.

However, Google can’t completely eliminate the cookies because advertising is one of the main sources of revenue for Google.

Google’s approach of limiting third party cookies for its 1% percent chrome users forms a part of its Privacy Sandbox Project.

Third-party cookies have played a significant role in the advertising and website ecosystem by enabling the personalization of user experiences. They have allowed advertisers and websites to remember user preferences and deliver more targeted advertising based on individual behaviors. However, with Google’s decision to limit the use of third-party cookies, a substantial impact on the browsing experience and the advertising industry is anticipated. This move is expected to bring about changes in targeted advertising strategies, data collection practices, and the functionality of websites. The overarching objective behind these changes is to foster a more private and secure internet environment for users.

Other popular browsers such Mozilla Firefox, Apple Safari and Brave have already begun blocking cross-site cookie tracking.However, Google’s steps to follow the same, still at a slower pace, signaling towards prioritizing user privacy concerns.Google is planning to get rid of third-party cookies  by the end of 2024.Users can manually block third-party cookies in Google Chrome settings at any time


 Google’s ambitious initiative to reshape the digital landscape has garnered widespread attention. The ramifications of this shift extend beyond the realms of Google and its user base, impacting the entire internet ecosystem. Despite the challenges inherent in navigating the path to enhanced privacy, it’s a journey that holds importance for users worldwide. The commitment to prioritize privacy is a commendable step, acknowledging the evolving dynamics of the online space and the imperative to safeguard user interests on a global scale

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