Google will limit advertisers’ use of cookies to track browsers
- December 15, 2023
- 0
Google said it will begin testing a new feature in its Chrome browser as part of a plan to ban third-party cookies that advertisers use to track consumers.
Google said it will begin testing a new feature in its Chrome browser as part of a plan to ban third-party cookies that advertisers use to track consumers.
This was reported by Reuters, Ukrinform reported.
Google plans to launch Tracking Protection on January 4, which will limit cross-site tracking by default. This feature will initially be available to 1% of Chrome users worldwide.
Google plans to completely abandon the use of third-party cookies in the second half of 2024.
However, Google said the timing depended on the resolution of antitrust issues raised by the UK Competition and Markets Authority (CMA).
CMA is investigating Google’s plan to stop supporting some cookies in its Chrome browser; The watchdog fears that this will not only stifle competition in digital advertising, but also track advertising, the company’s largest segment.
Cookies are special files that allow websites and advertisers to identify individual visitors to web pages and track their browsing habits on the Internet.
Advertisers said the loss of cookies in the world’s most popular browser would limit their ability to collect information to personalize ads and leave them dependent on Google’s user databases.
As Ukrinform reported, Google published the top search queries in 2023; the most popular among these were about the war in the Gaza Strip and the movie “Barbie”.
Source: Ukrinform
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