Alphabet-owned Google has announced it will start trials for a new feature in its Chrome browser, in a bid to eliminate third-party cookies commonly employed by advertisers for consumer tracking, news agency Reuters has reported. The feature, called Tracking Protection, is scheduled for a global release on January 4 and it wil be rolled out to 1 per cent of Chrome users, limiting cross-site tracking by default.
Cookies are unique files enabling websites and advertisers to identify individual web users and monitor their browsing patterns.
The search giant aims to fully eliminate the use of third-party cookies for all users by the second half of 2024, the report added. However, Google has noted that the proposed timeline deoends on addressing antitrust issues raised by the UK’s Competition and Markets Authority (CMA). The CMA is probing Google’s intention to discontinue support for certain Chrome cookies, expressing concern that this move could hinder competition in digital advertising.
Additionally, the watchdog is closely monitoring Google’s primary revenue source, which is advertising.
Earlier in June, the European Union (EU) antitrust chief, Margrethe Vestager, mentioned that the investigations into Google’s implementation of tools to block third-party cookies, a component of the company’s “Privacy Sandbox” initiative, would persist.Â
In a note, BofA Global Research, a brokerage firm, mentioned that the gradual elimination of cookies will empower media agencies, particularly those capable of delivering substantial proprietary insights to advertisers at scale.
Meanwhile, in a bid to enhance online safety for Android users and combat cyber threats, Google recently announced it is developing an anti-phishing feature, which has been spotted within the Android 14 QPR2 Beta 2 release. The security enhancement aims to automatically identify suspicious apps, providing added protection against phishing attacks, which can deceive even the most tech-savvy users, the media has reported. Phishing attacks have the capability to deceive even the most technologically adept users into disclosing sensitive information.
Phishing attacks have the capability to deceive even the most technologically adept users into disclosing sensitive information.
When activated, this functionality will scrutinize “app activity for signs of phishing or deceptive behaviour”. According to the report, the security check involves scanning the app for specific indicators of deceptive conduct.
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