Google’s recent move to disable cookies for 30 million Chrome users marks a significant step in its long-term plan to eradicate these digital trackers. The action, initiated on January 4th, 2023, affects approximately 1% of Chrome users, signaling the beginning of the end for cookies in the Chrome browser.
What are Cookies and Why are They Important?
Cookies, integral to the internet’s functioning, have historically been a contentious aspect of online privacy. These small pieces of data are utilized by tech companies to track user behavior, enabling targeted ads and various forms of online tracking. Third-party cookies, in particular, have been embedded in the internet’s infrastructure, causing concerns among privacy advocates.
Google’s Plan to Disable Cookies
In response to growing privacy concerns and public scrutiny, Google, a major player in online advertising, launched a project in 2019 to eliminate third-party cookies in Chrome. The recent move to disable cookies for 30 million users represents the initial phase of this ambitious endeavor. By the end of the year, Google aims to completely phase out cookies in Chrome, a browser used by approximately 60% of internet users.
Impact on Users and Advertisers
For privacy advocates, the elimination of cookies signifies a win, addressing what some consider the original sin of the internet. Users experiencing the joy of a cookieless web will encounter a popup in Chrome introducing Google’s “Tracking Protection,” the company’s approach to curbing the use of cookies. A visible eyeball logo in the URL bar indicates when tracking protection is active.
Users can selectively allow websites to use cookies by clicking on the eyeball icon, with Chrome offering additional features to disable Tracking Protection if a website encounters issues. In Chrome’s settings under “Privacy and security,” users can find controls related to cookies, providing transparency and control over their privacy settings.
Google is still tracking you, but it’s a little more private
Despite the elimination of cookies, Google is not dismantling its ad-based business model. Instead, it introduces a new method to track users that, according to Google, enhances privacy. This move aligns with Google’s broader mission to keep people’s online activities private across a free and open internet while ensuring information remains accessible and useful.
What to Expect in the Future
Looking ahead, Google’s plan involves a continued rollout, impacting more Chrome users as the year progresses. Simultaneously, the company is exploring alternative tracking methods that prioritize user privacy. This shift is poised to bring about potential changes to the online advertising industry, forcing advertisers and website owners to adapt to a landscape without the reliance on traditional cookies.
