Google to start restricting third-party cookies from January, completely disable them by mid-2024

In a bid to bolster user privacy and restrict the tracking of online activities for profit, Google is set to roll out its plan to block third-party cookies in Chrome. Starting from January 4, the tech giant will initiate tests for its Tracking Protection feature, designed to default to restricting website access to third-party cookies.

Initially, this feature will be deployed to a minimal subset, limited to one per cent of global Chrome users, with plans to extend its implementation to all users by the second half of 2024.

Users selected for the initial trial will receive notifications when opening Chrome on desktop or Android. In case of browsing issues detected by Chrome, a prompt will appear, allowing users to temporarily re-enable third-party cookies for the affected site.

Google has been actively working towards eliminating the reliance on cookies in Chrome since 2020, incorporating it into the broader Privacy Sandbox initiative.

The company aims to transmit anonymized user browsing data to advertisers, who can leverage Google-provided APIs for more privacy-conscious advertising practices.

The “Topics API,” introduced in July for developer testing, became available to Chrome users in September.

While Google’s approach to cookie-free advertising appears promising for privacy-focused users and the advertising industry, sceptics, including competitors and privacy advocates, remain unconvinced about the effectiveness of Google’s cookie-replacing technology.

Regulatory bodies, such as the UK’s Competition and Markets Authority (CMA), are closely monitoring Google’s Tracking Protection to ensure it does not confer an unfair advantage to the company in its ad sales.

In response, Google has set a target for the global rollout of the feature in the second half of 2024, allowing for flexibility in addressing any lingering competition concerns that may arise.

(With inputs from agencies)