On Thursday, Google (GOOGL.O), which Alphabet owns, announced that it would begin testing a new feature on its Chrome browser as part of a strategy to prohibit third-party cookies, which advertisers use to monitor users.
The search engine giant plans to implement a feature known as Tracking Protection on January 4th, which would prohibit cross-site tracking by default. This function will be made available to one percent of Chrome users worldwide.
During the second half of 2024, Google intends to eliminate the usage of cookies provided by third parties for its users.
The timing, on the other hand, is contingent on Google’s ability to address antitrust concerns that have been raised by the Competition and Markets Authority (CMA) in the United Kingdom.
The Competition and Markets Authority (CMA) has been investigating Google’s proposal to remove support for certain cookies in Chrome. The CMA is concerned that this could hinder competition in the digital advertising industry. Additionally, the CMA is keeping a close check on advertising, which is the most lucrative market for the corporation.
Cookies are specialized files that enable websites and advertising to identify specific web surfers and track the browsing activities of those individuals.
Margrethe Vestager, the head of the European Union’s antitrust office, stated in June that the agency’s investigations into Google’s deployment of tools to block third-party cookies, which were a part of the company’s “Privacy Sandbox” effort, will continue.
Advertisers have expressed concern that the removal of cookies from the most widely used web browser in the world will restrict their capacity to gather data for tailoring advertisements and force them to rely on Google’s collections of user information.
In a note published on Thursday by BofA Global Research, it was said that the act of brokering would offer media agencies more influence, particularly those that can provide advertisers with unique information on a large scale.