Google To Start Tracking Protection Test In January To Limit Cross-Site Tracking

Google To Start Tracking Protection Test In January To Limit Cross-Site Tracking

Google is bringing in the next step in its mission to kill the third-party cookie in January with the introduction of Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default.

The new feature will be rolled out to one per cent of Chrome users globally (which could be as many as 300 million people) next month before it finally phases out the third-party cookie for everyone in the second half of 2024.

Google said that the participants for the Tracking Protection trial will be selected randomly — and if chosen users will be notified when they open Chrome on either desktop or Android.

As they browse the web, third-party cookies will be restricted by default, limiting the ability for users to be tracked across different websites.

If a site doesn’t work without third-party cookies and Chrome notices a user having issues it will prompt them with an option to temporarily re-enable third-party cookies for that website.

Find out more: “Lazy Marketers Won’t Survive!” Adland Weighs In On Third-Party Cookie Changes




Please login with linkedin to comment

Google

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]