Google Chrome Third-Party Cookies to Be Phased Out! But, Only 1%... For Now—Here’s Why

Google Chrome's third-party cookies will be phased out, as announced by the search engine giant.

As of writing, Google already has efforts to protect users from these cookies. One of these is the option to allow users to reject cookies used by websites they are accessing.

However, Google's efforts don't completely remove these website cookies. But, the tech firm's new plan will change this situation for good.

Google Chrome's Third-Party Cookies To Be Removed

Cookies are used by websites to track users' browsing activities. They commonly provide user information to marketers for their targeted ads.

(Photo: Christian Wiediger on Unsplash)
Google Chrome Third-Party Cookies To Be Phased Out! But, Only 1%... For Now—Here's Why

Although they also improve the website experience of users, they are still criticized since they put people's privacy at risk.

This is why Google wants to remove third-party cookies on Chrome. However, the search engine will do this one step at a time.

According to The Straits Times' latest report, Google will remove only 1% of Chrome cookies in the second half of 2024. After that, more website cookies are expected to be phased out.

"To get ready for the Web without third-party cookies, it's important that the ecosystem prepares in advance," said Google Vice President Anthony Chavez.

Google's latest effort against website cookies, which is a collaborative plan with Britain's CMA (Competition and Markets Authority), is expected to encourage developers to conduct real-world experiments that will assess the efficiency of their products.

Google's Privacy Sandbox

Google said that its new Privacy Sandbox initiative will allow it to phase out Chrome's third-party cookies.

Thanks to this effort, the search engine giant can have a more privacy-focused approach, which will enable users to have more control over their online interests.

"The Privacy Sandbox reduces cross-site and cross-app tracking while helping to keep online content and services free for all," said Google via its official Privacy Sandbox website.

As of writing, the Privacy Sandbox is still under development. Google said that this new technology will rely on the contributions of other companies, such as OnePlus, MOLOCO, Neodata Group, Oppo, Realme, Remerge, etc.

If you want to learn more details about this security effort of Google, you can visit this link.

In other stories, Google's new policy confirmed that two-year inactivity could lead to Google account deletion. We also reported about the new partnership between Google and SAP, which will bring AI integration to businesses.

For more news updates about Google's upcoming activities, always keep your tabs open here at TechTimes.