Google Testing New Feature ‘Tracking Protection’ To Block Data Tracking Cookies in Chrome for Select Users, To Be Available by Second Half of 2024
The company has rolled out 'Tracking Protection' feature to 1 per cent of Chrome users (about 30 million users) globally, which is part of Google's 'Privacy Sandbox' initiative to phase out third-party cookies for everyone in the second half of 2024.
New Delhi, January 5: Google has started testing a new feature that limits cross-site tracking by restricting website access to third-party cookies by default. The company has rolled out 'Tracking Protection' feature to 1 per cent of Chrome users (about 30 million users) globally, which is part of Google's 'Privacy Sandbox' initiative to phase out third-party cookies for everyone in the second half of 2024.
"It is subject to addressing any remaining competition concerns from the UK's Competition and Markets Authority," said Google. The company has plans for a full rollout of 'Tracking Protection' feature to eliminate cookies later this year. Third-party cookies have been a fundamental part of the web for nearly three decades. While they can be used to track your website activities, sites have also used them to support a range of online experiences - like helping you log in or showing you relevant ads. Google DeepMind Robotics Team Introduces AI Systems ‘AutoRT, SARA-RT and RT-Trajectory’ To Develop Advanced Robots for Daily Use.
"We're taking a responsible approach to phasing out third-party cookies in Chrome," said Anthony Chavez, Google vice president, Privacy Sandbox, last month while announcing the 'Tracking Protection' test. “With the Privacy Sandbox, we’re taking a responsible approach to phasing out third-party cookies in Chrome. We’ve built new tools for sites that support key use cases, and provided time for developers to make the transition,” he added. Google Working on Advanced AI Chatbot Bard Powered by Gemini Ultra, To Be Available on Paid Subscription.
As Google introduces 'Tracking Protection'’, "we're starting with a small percentage of Chrome users so developers can test their readiness for a web without third-party cookies." With Tracking Protection, Privacy Sandbox and all of the features Google launches in Chrome, "we'll continue to work to create a web that's more private than ever, and universally accessible to everyone".
(The above story first appeared on LatestLY on Jan 05, 2024 01:19 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).