Google will finally end the process of using cookies which lets other websites track users. The company will bring the new rule on Chrome users to select users from Q1 2024, which now has the date of January 2024. It is reported that Google will offer this privacy-centric tool for 1 percent of its users across the globe, which comes to around 30 million. We’re not sure how these users are picked but it’s good to see the company finally bring the feature to consumers.
For those who know, Google announced the Privacy Sandbox a few years back which finally made it to the execution stage earlier this year. The move will support developers in conducting real world experiments that assess the readiness and effectiveness of their products without third-party cookies, Anthony Chavez, VP, Privacy Sandbox had said earlier this year.
The Privacy Sandbox is an ecosystem-wide initiative to ensure an open and thriving web, by improving user privacy and giving businesses the tools they need to succeed online. In simple words, all the ads of a product you see after browsing online, that’s all because of the cookies that third-party websites can track and push ads on your screen.
Google has collaborated with the web ecosystem to develop new, privacy-preserving technologies that don’t rely on cross-site tracking identifiers or covert techniques like fingerprinting. Privacy Sandbox has different features like user-centric ad privacy controls, cookie deprecation and more. Users on Chrome will get the option to customise their ad preferences not only at the API level but also at site-based filtration.
You can ensure that a specific website is not plastering ads all over the screen. Developers are also being told to cut down on the use of invasive cookies which also helps advertisers track users and push ads based on their web history. Cookies are also helping companies to read into the psyche of the consumer. The use of cookies on Chrome will be limited by the second half of next year.
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