Google has initiated the process of restricting third-party cookies for select users of its Chrome web browser, marking the initial phase towards eventually phasing out these files due to privacy concerns.
In 2020, Google declared its intention to eliminate cookies, and it now states that the complete removal of third-party cookies requires approval from the UK's Competition and Markets Authority, which is assessing the impact on other businesses.
In a blog post, Google announced that, in accordance with previously outlined plans, Chrome is defaulting to restricting third-party cookies for one percent of users to facilitate testing. This measure is set to escalate, encompassing 100 percent of users in Q3 2024, with the initial phase beginning on Thursday.
Cookies, small files utilized to tailor advertising through web navigation tracking, have faced increased regulatory scrutiny, including the European Union's General Data Protection Regulation implemented in 2016 and California's specific regulations.
Notably, third-party cookies are those placed by visited sites, not the browser itself. Google initially announced in January 2020 its intention to eliminate third-party cookies within a two-year timeframe, a process that has experienced several delays.
As an alternative, Google is developing a system for Chrome that targets Federated Learning of Cohorts (FLoC), focusing on audience segments instead of individual users. FLoC groups hundreds or thousands of people based on common interests or characteristics.
