Google to ban advertisers from tracking consumers with third-party

As part of an effort to ban third-party cookies, which are used by marketers to track consumers, Alphabet's Google said on Thursday that it will begin testing a new feature on its Chrome browser.

The biggest search engine in the world plans to introduce Tracking Protection on January 4. This feature will automatically shield 1% of Chrome users from cross-site tracking.

Google plans to completely phase out users' use of third-party cookies in the second half of 2024.

According to Google, the timeline is subject to the resolution of antitrust issues raised by the UK's Competition and Markets Authority.

Because the watchdog is concerned, the CMA has been investigating Google's proposal to stop supporting certain cookies in Chrome this will hurt competition in digital advertising and keep an eye on the company’s largest revenue stream, which is advertising.
Cookies are little files that enable websites and advertisers to track the browsing habits of particular users and identify them specifically.


Moving to remove third-party cookies is Google

As part of an effort to ban third-party cookies, which are used by marketers to track consumers, Alphabet's Google said on Thursday that it will begin testing a new feature on its Chrome browser.

The biggest search engine in the world plans to introduce Tracking Protection on January 4. This feature will automatically shield 1% of Chrome users from cross-site tracking.

Google plans to completely phase out users' use of third-party cookies in the second half of 2024.
Google stated that the timing is contingent to resolving antitrust concerns brought up by the Competition and Markets Authority of the United Kingdom.

The CMA has been looking into Google’s proposal to stop supporting some cookies in Chrome because the watchdog is concerned that this will hurt competition in digital advertising and keep an eye on the company’s largest revenue stream, which is advertising.

Cookies are small files that let websites and advertisers recognize specific visitors to their website and monitor their browsing patterns.