On Thursday, Google made an announcement stating that it will begin the process of phasing out cookies on the internet. Starting from January 4th, it will block cookies for around 30 million people, which accounts for 1% of Chrome users. This move marks the first significant step in Google’s Privacy Sandbox project. The project aims to replace cookies with a new tracking mechanism that Google claims will provide better privacy.
Over the last three decades, tech companies have been using “third-party cookies” to track users’ online activities. For instance, if you added a pair of shoes to your cart a few weeks ago and kept seeing ads for them on various websites, third-party cookies are likely involved. These cookies enable websites to collaborate with other firms, such as Google and several others, to monitor your online behaviour. While this is beneficial for companies, it poses a threat to your privacy because it implies that a multitude of businesses can maintain a record of all your internet browsing activities.
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Google has introduced a new set of tools to replace cookies. These tools enable the Chrome browser to keep track of your online activities. The data remains on your device, and Chrome sorts you into different categories known as “Ad Topics.” For instance, you could be categorized as a “Yoga Fan” or a “Young Conservative.” Websites can request Chrome to reveal which categories you belong to, but they won’t be able to identify you precisely. This is because cookies are not used, and there are other less popular techniques to do so.
It is important to note that Chrome still tracks its users, even more so than Firefox and Safari. However, many people choose not to switch browsers. Despite this, Google’s latest version of Chrome is a positive development for privacy, as it discloses less data about users and their online activities.
“We are implementing one of the most significant changes to the Internet’s functioning at a time when people are increasingly relying on the Web’s free services and content,” said Victor Wong, Google’s senior director of product management for Privacy Sandbox, during an interview with Gizmodo in April 2023. “The ultimate goal of the Privacy Sandbox team is to ensure that people’s online activities remain private while using a free and open Internet. This aligns with the broader company mission of making information accessible and useful for everyone.”
The Chrome browser already offers Privacy Sandbox cookie replacements, which are currently optional. You can easily disable them in your settings if you choose to do so.
Google’s moves to eliminate cookies are significant because most internet users are on Chrome, so cookies will be essentially dead once Google is finished.
It’s important to note that significant changes to the internet may result in some bugs. While cookies have sometimes been used for nefarious purposes, they can also help keep track of whether you’re logged in or what items you have in your shopping cart. To address this issue, Google is working to identify and remove bad cookies while preserving the good ones. Despite these efforts, some issues will likely arise in the early stages of this transition. Fortunately, you’ll be able to disable tracking protection in real-time to address any problems as they arise. If Chrome detects any issues, it will also prompt you to disable tracking protection for a specific website.
