Google cookie control: Testing a feature to limit advertisers' browser tracking practices

Delhi : On Thursday Alphabet's Google said that as part of a strategy to outlaw third-party cookies that marketers use to track customers, the company would start testing a new feature on its Chrome browser.

In addition to keeping an eye on the company's largest revenue stream, advertising, the CMA has been looking at Google's proposal to stop supporting specific cookies in Chrome because the watchdog is concerned it may hinder competition in the digital advertising space. Cookies are unique files that let websites and advertising follow the surfing patterns of certain users and identify them.

In June, Margrethe Vestager, the head of EU antitrust, also declared that the agency will keep looking at Google's deployment of tools to prevent third-party cookies as part of the company's "Privacy Sandbox" programme.

The world's most popular browser is losing its cookies, according to advertisers, which will limit their capacity to gather data for ad personalisation and force them to rely more on Google's user databases.

Trading In a report published on Thursday, BofA Global Research stated that media agencies would gain greater authority as cookies are phased out, particularly those that can provide advertisers exclusive information at scale.

On January 4, the world's largest search engine is scheduled to launch Tracking Protection, a feature that will by default prevent cross-site tracking for 1% of Chrome users worldwide.

In the second half of 2024, Google intends to fully phase out the usage of third-party cookies for users.

Google stated that the timing is contingent to resolving antitrust concerns brought up by the Competition and Markets Authority (CMA) of the United Kingdom.