Google’s cookie crackdown: Third-party cookies face extinction in Chrome

Google's 2020 plan to ditch third-party cookies in Chrome is becoming a reality. That annoying “accept” or “reject” prompt for cookies is about to disappear.

As Gizmodo reports, Chrome has disabled cookies for 1% of its users, or about 30 million people, by introducing them to Tracking Protection, which limits third-party cookies, preventing websites from tracking users as they browse. Google plans to gradually implement tracking protection in the coming months, with the goal of disabling third-party cookies for all Chrome users by mid-2024.

For targeted advertising and tracking, sites often rely on third-party cookies. These cookies are everywhere, but Google aims to change that, as the tech giant has launched the first phase of its cookie destruction campaign.

Users of this deployment see a pop-up featuring Google's “Tracking Protection” and a small eyeball logo in the URL bar when Tracking Protection is enabled. Users can click the eye to allow specific websites to use cookies, as this change may disrupt some site functionality.

The end of third-party cookies, however, does not mean the end of tracking. Google has introduced the “Privacy Sandbox”, a new way of tracking users, claiming it is better for privacy.

What's the difference, you may ask? The new system, touted as less invasive than cookies, runs entirely on the user's device, and all data processing takes place locally. Google assures users that it will retain their interests for a limited period of three weeks.

So, in a nutshell, Chrome tracks your online activity but stores the data on your device, sorting you into groups based on your preferences. Websites can ask questions about your cohort, but individual browsing data remains private.

As Chrome phases out third-party cookies, users can expect changes to personalization, website functionality, and ad targeting. Websites may become less personalized and some features may experience disruption. Contextual targeting will become more common and new ad targeting technologies will likely emerge.

As a quick note, a cookie is essentially a text file containing unique letters and numbers that websites store in your browser. First-party cookies, operated by the site visited, can be useful because they remember, for example, whether you are logged in or remember what you have added to your basket. Third-party cookies, on the other hand, are known to spy on users, helping online advertisers track browsing activities.