Google Chrome to start blocking the way companies track users online

The latest update to the Chrome browser includes a feature that blocks third-party cookies. These files, which are typically used to gather analytical information, customize advertisements, and track browsing activity, can now be disabled.

Initially, approximately 30 million individuals, which accounts for roughly 1% of the global user base, will have access to it.

According to Google, the changes are currently being tested and there are intentions to fully implement them later this year in order to eliminate cookies.

Nevertheless, certain advertisers claim that they will experience negative consequences because of this.

According to Google, select users will be prompted to choose if they prefer to “browse with more privacy”.

In recent blog post Google VP Anthony Chavez wrote:
“We’re taking a responsible approach to phasing out third-party cookies in Chrome.If a site doesn’t work without third-party cookies and Chrome notices you’re having issues… we’ll prompt you with an option to temporarily re-enable third-party cookies for that website.”

Some people find advertising intrusive. This can be seen when they visit a website or make a purchase, only to then encounter related ads on all subsequent sites.
Yet, from the point of view of many online publishers, cookies are a vital part of selling the advertising on which they depend.

The UK’s competition watchdog, the Competition and Markets Authority, can prevent the plans if it deems they would negatively impact other businesses.