Google has started disabling cookies, starting with 30 million Chrome users. Without cookies third party advertisers will no longer be able to track a user’s move. However, Google still has the ability to track everything that a Chrome user does

In a groundbreaking move, Google has taken the first step towards eliminating cookies, beginning with its Chrome web browser. This morning, cookies were disabled for 1% of Chrome users, equating to approximately 30 million people. By the year’s end, Google aims to bid farewell to cookies permanently, revolutionizing online privacy.

For privacy advocates, cookies have long been considered the internet’s original sin, serving as a primary tool for tech companies to track user behavior. These “third-party cookies,” created by companies like Google, play a crucial role in targeted ads and various tracking mechanisms, ingrained in the internet’s infrastructure.

Google’s decision to eliminate them responds to the rising concerns surrounding privacy malpractices in the tech industry.

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In 2019, amidst mounting criticisms of privacy issues faced by major tech companies, Google initiated a monumental project to eliminate third-party cookies in Chrome. With approximately 60% of internet users relying on Chrome, this move is poised to eradicate cookies on a global scale.

Victor Wong, Google’s senior director of product management for Privacy Sandbox, stated in an interview in April 2023, “The mission of the Privacy Sandbox team is to keep people’s activity private across a free and open Internet, supporting the broader company mission of ensuring accessible and useful information for everyone.”

As of January 4th, 2023, the first phase of Google’s ambitious plan is underway. Users experiencing a cookieless web will notice a popup in Chrome introducing Google’s “Tracking Protection.” A small eyeball logo in the URL bar indicates the activation of tracking protection. Users can customize cookie preferences in Chrome settings, offering flexibility in allowing specific websites to use cookies.

Despite bidding farewell to third-party cookies, Google isn’t abandoning user tracking altogether. The Privacy Sandbox project introduces new tracking methods, storing user data on devices and categorizing users into groups based on their online activities. Advertisers can inquire about user cohorts, but individual browsing behaviour remains protected, adhering to Google’s privacy standards.

Critics argue that Google’s move doesn’t provide true privacy, transforming the browser from a user agent to an advertising agent. Privacy advocates, such as the Electronic Frontier Foundation, recommend tools like Privacy Badger to counter Chrome’s new tracking settings.

While some advertising companies embrace Google’s new tracking tools, others view it as an anticompetitive threat. The debate persists, with Privacy Sandbox seen as either too private for tech industry players or not private enough for privacy advocates.

As Google embarks on this transformative journey, Victor Wong acknowledges the challenges, stating, “We’ve chosen a path that we think balances it for everyone, trying to improve the lives of consumers and the livelihood of entrepreneurs, publishers, creators, and developers.”

In conclusion, while third-party cookies bid farewell, the era of cookies is not entirely over. First-party cookies, crucial for website functionality, remain intact, ensuring a balance between privacy and user experience.

(With inputs from agencies)