On January 4, 2024, Google began implementing a new feature called Tracking Protection into its flagship browser. The tool is ultimately intended to remove all external cookies from Google Chrome and provide users with better privacy protection. Currently, the solution is in the testing phase.
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According to last year's announcements, on January 4, 2024, Google began testing the blocking of cookies from external entities in its Chrome browser. These files, known as cookies, are stored on individual computers and allow companies to collect precise analytical data about user behaviors and preferences in order to display the most personalized ads to them.
The new feature called Tracking Protection is designed to completely eliminate this way of data collection and provide people using Google Chrome with greater privacy protection. It is also part of a broader Google initiative called Privacy Sandbox.
"External cookies have been a fundamental part of the internet for nearly 30 years. [...] Through the Privacy Sandbox initiative, we are trying to approach the process of withdrawing other companies' cookies from the Chrome browser responsibly. We have built new tools for sites that support key functionalities and give developers the necessary time to adapt to changes" - wrote in a post on the company blog Anthony Chavez, Vice President of Google.
For now, the Tracking Protection feature will be available on devices of one percent of randomly selected Chrome users, which is about 30 million people. Google describes this as a test before implementing the feature across its entire ecosystem in the second half of 2024.
The Google Privacy Sandbox initiative was designed as a alternative to cookies, which will allow advertisers to display ads while protecting users' privacy.
The tool assigns consumers to specific interest groups based on their browser activity, and then allows advertisers to target their marketing message to these groups. According to Google itself, this method is supposed to be less invasive than cookies, as all processes related to information processing are supposed to take place on individual devices.
However, British and EU regulatory bodies do not share this view and fear that thanks to the new project, the American giant will become even more powerful than before. Currently, it is being verified whether Privacy Sandbox does not violate British competition law and the EU directive on privacy and electronic communication, also known as the ePrivacy Directive (ePD). If this were the case, the project could be blocked in Europe.
Jakub Rusak
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