This Thursday (4), Google Chrome began restricting website tracking via third-party cookies. The tool, called “Tracking Protection”, aims to protect the user’s identity.
The tool will initially be activated for a limited number of randomly selected users. If you are one of those selected, you will be notified about the change when you open Chrome on your PC or mobile phone, where you will be given the option to disable the function.
This addition is another step towards ending third-party cookies in Chrome. The process has been ongoing since 2020, but has been met with resistance from competitors, advertisers, and the user community for a variety of reasons, including Google’s monopoly.
Google’s idea is to replace third-party cookies currently used to track and target ads with a system based on anonymity. In Chrome, the system will be available via the Topics API, in testing with developers since July 2023, and will be available to end users in September.
Regulators are watching Google
Due to the strength of Google Chrome in the browser market, the change in ad targeting mechanism is on the agenda of regulatory authorities. The UK Competition and Markets Authority (CMA) is one of the organizations aware of the new standard.
There is no change in terms of usability for the end user; at least for now. If the changes actually go forward, it’s possible that Google will make the news about cookies clearer.
Source: Tec Mundo
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