Google Chrome is finally blocking third-party cookies by default.
Google is bidding farewell to cookies, a peculiar declaration given that the company accumulated a significant portion of its billions through the utilization of internet cookies. Nevertheless, this change is underway: Google is discarding cookies, at least as part of a broader initiative to curtail cross-site tracking on the internet.
What are cookies?
Internet cookies are not the delectable treats you enjoy; quite the opposite, they are files generated during your web browsing to identify your device. Think of them as an ID badge unknowingly worn while surfing from site to site. When you connect with a website, it reads your cookies and tailors unique content to match your past browsing habits.
Cookies house a wealth of information about your internet sessions, encompassing your accounts, items in your carts, visited pages, duration spent on those pages, and more. They aren’t inherently malicious; websites use them to remember your preferences, such as language choices, when returning to a page. However, concerns arise when it comes to tracking and targeted advertising, the primary purposes for which cookies are employed.
Companies depend on cookies to trace your internet activity, aiming to understand your actions not to steal your identity or build a case against you, but to inundate you with ads they believe you’ll find appealing. If an advertising algorithm discerns your penchant for browsing sneakers, particularly Nikes, there’s a higher likelihood you’ll click on a Nike ad compared to a random advertisement unrelated to your interests.
The profiles created by cookies are frequently remarkably precise. While the debate continues on whether our devices genuinely listen to us, it’s not a necessity. If you receive an ad for something you recently discussed, it’s likely because your profile, or that of the person you’re conversing with, is exceptionally accurate.
For advertisers or entities reliant on advertising revenue, cookies are invaluable. However, if you’re an internet user, cookies represent a significant invasion of privacy. Targeted ads might not be the worst thing, but being trailed across the internet to construct an unsettlingly accurate profile of your life likely wasn’t what most of us signed up for.
Google is saying goodbye to cookies
Thus, we return to the latest developments. Google had actually disclosed its plans in December to gradually phase out cookies by default. The strategy, initiated today on January 4, involves limiting access to third-party cookies for 1% of Chrome users, a methodology termed Tracking Protection by Google. Given Chrome’s massive user base exceeding three billion globally, this implies that over 30 million Chrome users will experience these alterations today.
Nevertheless, because cookies remain an essential component of the broader internet, some websites rely on them for proper functionality. In cases where a site encounters issues with Tracking Protection activated, Google will guide users to re-enable third-party cookies to ensure the smooth operation of the affected website.
How to tell if Google disabled cookies for you
If you find yourself among the 30 million+ users now operating with default cookie restrictions, awareness is contingent on your diligence in monitoring pop-ups. However, for those akin to me, this awareness may elude us. Google affirms that a subset of users will receive an alert upon their initial Chrome launch after the change, notifying them of their enrollment in Tracking Protection. The predicament lies in the simplicity of dismissing the alert by clicking the “Got it” button, potentially leaving users uninformed of their selection.
Fortunately, Tracking Protection is distinguished by a distinctive eyeball logo when activated. Spotting this icon assures you that the feature is operational.
You can disable third-party cookies right now
Even if you aren’t selected for Google’s initial trial, there’s no need to worry. The company aims to implement these changes globally by the latter half of 2024, ensuring they reach your browser eventually. Moreover, you have the option to manually block third-party cookies at any time. Simply navigate to Chrome settings > Privacy and security > Third-party cookies. You can opt to block third-party cookies either in Incognito mode or consistently. It’s essential to note that taking this action may disrupt the functionality of certain websites that depend on cookies.