In an effort to allay consumer fears about their privacy, maintain ad revenue, and avoid resistance from UK regulators, the search engine giant Google has begun to restrict cross-site tracking.
The task of enhancing online privacy is a constant; that’s why Google is committed to strengthening Chrome’s security and giving users a greater say over their data. One way to do this is to restrict the ability to track your online movements across various platforms. As part of its Privacy Sandbox initiative, the search giant is working to remove all third-party cookies by the second half of 2024.
On Thursday, they made Tracking Protection available to 1% of the browser’s users. Google initially introduced Tracking Protection in December. By limiting website access to third-party cookies, Tracking Protection limits cross-site tracking. Two of Apple’s main competitors, Mozilla Firefox (2019) and Safari (2020), have already taken steps to restrict third-party cookies.
Google aims to address privacy concerns both consumers and regulators raise by implementing Tracking Protection and gradually eliminating third-party cookies. The company also hopes to maintain ad revenue and evade regulatory action from the UK’s Competition and Markets Authority.
Read also: Google adds passkeys to Chrome and Android
The aims of the Privacy Sandbox
New technology to protect your personal data is being developed in the Privacy Sandbox. It is important that users can relax and enjoy their apps and web browsing experiences without worrying about the collection or use of their personal information. The goal of the Privacy Sandbox technologies is to prevent covert tracking methods, such as fingerprinting, and render existing tracking mechanisms obsolete.
To allow creators and publishers to keep their content online free. Sites and apps provide information access for billions of people globally. In order to offer this complimentary tool without depending on invasive tracking, developers and publishers require privacy-preserving alternatives for their essential business requirements, such as providing relevant content and advertisements.
To develop new guidelines for online privacy in tandem with relevant businesses.
The internet is driving economic growth on a global scale and serving as a source of information. Google extends an invitation to all stakeholders in the industry, including publishers, developers, advertisers, and others, to join forces and help shape more robust online and Android privacy standards.
The role of third-party cookies
A pop-up window informing you that the website uses cookies is something you might have encountered while browsing the web, which is not uncommon. Users frequently click “agree” without completely understanding the terms and conditions. It is possible that you have consented to the use of either first- or third-party cookies.
For almost 30 years, third-party cookies have been an integral aspect of the World Wide Web. Among the many uses for third-party cookies is the ability to provide users with more relevant advertisements based on their past actions while online.
Because tracking information is stored on the user’s computer, ads will continue to target them even if the session or browser is closed.
Furthermore, cookies can remember a user’s login information for a specific website, so they can quickly login without having to enter their email address and password every time.
There is little danger from third-party cookies. Neither cookies nor the viruses or malware they may contain are inherently harmful to your computer. But, cookies might seem like a privacy invasion to some people.