Google has announced a long-term plan to remove cookies from its Chrome browser. Starting from January 4, 2024, popular cookies have been disabled for 1% of Chrome users, which amounts to around 30 million people. This initial implementation stage aims to gradually eliminate cookies from Chrome. But why does Google want to get rid of something that has been an integral part of the internet for three decades?
Why is Google eliminating cookies?
Google’s decision to eliminate cookies from Chrome is related to user privacy protection. However, Google is not removing all cookies. First-party cookies, which are managed by the website the user is visiting, are still allowed. They are often used for purposes such as maintaining login sessions or remembering cart contents.
On the other hand, third-party cookies used by external companies and services to track users are being removed by Google. These cookies are managed by advertising companies and track every visited website and user activity on that website.
How to check if you are one of the selected users?
To check if you have been chosen as one of the testers for the Tracking Protection feature, Google will notify you through a pop-up window with information about the new feature. Additionally, a small eye logo will appear in the address bar, indicating that Tracking Protection is enabled. By clicking on this eye, you can allow specific websites to use cookies.
Even if you haven’t been selected to test the new feature, you can manage cookies yourself in the Chrome browser. In the browser settings, select the three-dot icon in the top right corner, then go to the “Privacy and security” section and click on “Site Settings”. There, you will find options to manage cookies.
Alternatives to third-party cookies in Chrome
Currently, Google is testing alternative solutions to cookies. One of the methods is the Topics API, which allows advertisers to target ads without violating users’ privacy. Instead of tracking user activity on different websites, the service automatically assigns topics to the pages visited by the user.
Another method is Protected Audience, which enables advertisers to create and target audience segments without accessing individual user data.
The end of cookies in Chrome has begun. However, it is still unknown whether the proposed solutions will be better for users in terms of privacy protection and for advertisers in terms of profits. It is also worth noting that other browsers, such as Firefox, DuckDuckGo, and Apple Safari, have already blocked third-party cookies, without offering alternative tools.
Source: Google
The source of the article is from the blog combopop.com.br