Google All Set To Test New Tool That Restricts Third-Party Cookies By Default

Search engine giant Google is all set to start the new year with some great news for its users.

The company is gearing up for the testing of a new tool that would limit third-party cookies, ensuring it would be a part of Chrome's default settings.

We’re going to be seeing the rollout sometime in January next year but even the thought of an innovative and much-anticipated tracking tool taking center stage soon for third-party cookies is certainly exciting for users.

The test is set to impact nearly 1% of the company’s user base who would be offered the tool for now and if things do go as planned, a launch for the masses would be arriving soon. Google outlined the trial to begin starting early next month where a specific group of Chrome users would be allowed to use and provide feedback on their experiences.

The news has people talking because if a website is reliant on cookies belonging to third parties, this launch is not going to be loved by them as it would give rise to some serious challenges. Therefore, you can take the launch as a great heads-up to ensure the website is capable and well prepared beforehand, in case the retirement for cookies comes soon. For now, the latter is expected to come into play during the second part of next year.

Now the question is why? See, tech giant Google claims it’s a major step in terms of its planning launch of Privacy Sandbox. The year-end goal has always been linked to getting rid of cookies from third parties as early as 2024.

But the actual decision truly depends upon addressing all sorts of competition that continues to linger on as we speak, thanks to the Competition and Markets Authority in the United Kingdom.

Many users are still wondering if they would be affected or not from this news. Nearly 1% of the Chrome user base is going to witness the change for now. But if you do have tracking protection enabled as an option for you right now, then you’ll be getting alerts in this regard after opening Chrome across your Android device and the Chrome search engine during the year’s start.

As far as issues are concerned, websites relying on third-party cookies would soon be forced to re-enable those cookies after they’re put on halt by Chrome. This means when you refresh the website’s page, you’ll see they are not functional and to reactivate them means constantly pressing on the eye symbol that’s seen on the address bar.

Google just released more insights on this major development, calling cookies a huge feature of the online web for nearly 30 years. While this can only be utilized for the sake of tracking the website, so many pages have ended up using them to provide support for a long list of experiences of users online. The biggest example is allowing them to be targeted for ads and also assisting them in terms of logging in.

Now, the Tracking Protection only entails a tiny fraction of users from Google’s massive user base but that’s soon about to change. Developers will be able to generate tests to determine how ready this feature is for today’s web because imagining a cookie-free web has been a dream for years.

Google’s Privacy Sandbox has been designed with several objectives in mind. The first of those is linked to phasing out support when the latest solutions are in place for a long list of third-party cookies. Meanwhile, it’s reducing all sorts of tracking for both cross-platforms as well as limiting cross-site interactions. At the same time, they’ve been linked to ensuring all online content is free of cost for all.

Read next: Cookie Acceptance, a common trend among Internet users
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