Google Portugal has announced an important change for Chrome users: offering anti-tracking protection. Starting January 4, testing of this new functionality will begin, marking the beginning of a more private era on the web.
This initial test will cover 1% of Chrome users globally, with the goal of phasing out third-party cookies by the second half of 2024.
The impact of third-party cookies over time
For nearly three decades, third-party cookies have played a crucial role on the web. They are used not only to track user activity, but also to support various online experiences, such as easy login and targeted advertising. However, Google’s new approach, through its Privacy Sandbox project, promises safer browsing without compromising the core functionality of websites.
If you’ve selected Tracking Protection, you’ll receive a notification when you open Chrome on your desktop or Android device. With this function activated, third-party cookies will be limited, making tracking across different websites difficult. To ensure a smooth experience, Chrome will provide the option to temporarily re-enable these cookies for specific websites if necessary.
This initiative is an important step by Google to create a safer and more private online environment. By providing the tools necessary for businesses to succeed online, Google ensures access to high-quality content, from news to educational information. With the Chrome Privacy Shield Initiative, we’re moving towards a more private and accessible web for everyone.
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