Google has announced that it will stop supporting third-party cookies in its Chrome browser in the upcoming year 2024. This move is aimed at websites that track user activities for their own purposes, with Google set to disable these third-party cookies.
As reported by The Verge, Google’s testing of the tracking protection feature will commence on January 4, 2024. This feature aims to deactivate cookies from websites that track user’ online activities for their personal gain.
To initiate this process, Google plans to initially involve 1% percent of Chrome users worldwide. These selected users will receive notifications upon opening Chrome, with Google intending to implement this feature across all Chrome users by 2024.
Since 2020, Google has been actively developing a “Privacy Sandbox” focused on enhancing user privacy and advertising practices. This recent step aligns with the company’s broader initiative in this direction.
The move by Google is anticipated to bring benefits to both users and advertisers emphasizing privacy-centric practices.
