Google killing cookies for real! The tech giant is actively phasing out third-party cookies in its Chrome web browser as part of a privacy initiative announced in 2019. The company has disabled cookies for 1% of Chrome users, approximately 30 million people, with plans to eliminate them permanently for all users by the end of the year.
This move is accompanied by the introduction of “Tracking Protection” and the Privacy Sandbox initiative, which aims to categorize users into groups based on interests while storing tracking data locally. Privacy advocates express concerns, and the advertising industry shows a mixed response. Despite the changes, Google continues to track user behavior through its new system.
Why is Google killing cookies?
Google’s decision to phase out third-party cookies in its Chrome browser is driven by a combination of factors, including privacy concerns, industry trends, and a changing regulatory landscape. Here are some key reasons behind Google’s move to kill cookies:
- Privacy concerns: Cookies have long been criticized for their role in tracking user behavior across the internet, often without clear user consent. Privacy advocates argue that third-party cookies, in particular, enable invasive tracking practices by allowing advertisers to follow users across different websites.
- User expectations: There is a growing demand for increased privacy and transparency from users. Many individuals are concerned about the amount of personal data collected and how it is used for targeted advertising.
- Regulatory pressures: Governments around the world have been introducing stricter regulations to protect user privacy. Initiatives like the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States have compelled tech companies to reassess their data handling practices.
- Industry shifts: The tech industry, as a whole, has been moving towards privacy-focused practices. Competing browsers like Mozilla Firefox and Apple’s Safari have already implemented measures to restrict or eliminate third-party cookies.
- Maintaining user trust: In light of numerous privacy scandals and growing awareness about data breaches, tech companies, including Google, are seeking to maintain and rebuild user trust by taking steps to enhance user privacy.
- Adapting to changing landscape: The digital advertising landscape is evolving, and alternatives to traditional third-party cookies are being explored. Google’s Privacy Sandbox initiative aims to replace third-party cookies with new tools and technologies that balance user privacy with the needs of advertisers.
- Anti-monopoly concerns: Google faces scrutiny from regulators over antitrust issues. By phasing out third-party cookies, Google may be attempting to address some of the concerns related to its dominance in online advertising and data tracking.
It’s important to note that while Google is eliminating third-party cookies, it is not abandoning targeted advertising altogether. Instead, the company is introducing alternative methods, such as its Privacy Sandbox project, to ensure more privacy-friendly tracking practices while still meeting the needs of advertisers and publishers.
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How to tell if Google kills your cookies
Yes, Google killing cookies, but not for everyone yet. If you find yourself among the 30 million experiencing the joy of a cookieless web, there are a few indicators to look out for. First, a popup in Chrome will describe Google’s new “Tracking Protection,” the centerpiece of its cookie murder plan. Additionally, a small eyeball logo in the URL bar indicates active tracking protection. Users can manually allow specific websites to use cookies, and Chrome has introduced features to disable tracking protection for problematic websites.
For a quick check, delve into your browser’s preferences. Under the “Privacy and Security” section in Chrome’s settings, ensure that the toggles and controls related to cookies are activated. If so and you don’t recall making these changes, you might be one of the fortunate 30 million initially included in Google’s test phase.
The controversy and future of cookies
Not everyone is pleased with these changes. The Electronic Frontier Foundation (EFF) criticizes Google’s move, claiming it limits tracking to a single powerful entity—Chrome. The EFF suggests installing Privacy Badger, a browser extension that automatically disables Chrome’s new tracking settings and blocks various forms of data harvesting.
Despite concerns from privacy advocates, Google’s Victor Wong defends the company’s approach, emphasizing the challenge of finding a strategy that balances the interests of consumers, advertisers, and developers.
In conclusion, while cookies may not be going away forever, Google’s endeavor to eliminate third-party cookies is a significant step toward a more private and secure internet. As the digital landscape evolves, users, advertisers, and tech companies will need to adapt to this new era of online privacy.
Featured image credit: Eray Eliaçık/Bing Image Creator
