Google's new Chrome feature disables cookies for 30 million users

Aims to enhance privacy, but advertisers aren't happy

In a move to boost user privacy, Google has started testing changes to the Chrome browser that disable third-party cookies: the primary tool websites and advertisers use to track online behaviour.

The change aims to offer users increased privacy options, allowing randomly chosen users to opt for a more private browsing experience.

The move would impact approximately 1% of its global user base, equivalent to around 30 million people.

"On January 4, we'll begin testing Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default," Anthony Chavez, head of Google's Privacy Sandbox project, announced.

The new feature marks a significant achievement for Privacy Sandbox, aimed at gradually eliminating third-party cookies for all users by the latter half of 2024 - subject to resolving any lingering competition concerns raised by regulators.

Chavez stressed that the company is trying to be responsible in its war on cookies.

"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."

Third-party cookies are small files stored on devices to gather analytical data. While cookies have benign uses, such as remembering language preferences and protecting against fraud, they can also be used to track users around the web - for example, remembering sites they visit to show personalised adverts.

Google's move comes years after major browser competitors like Safari, Firefox, Brave and Edge implemented their own measures to block cookies.

However, critics argue that Google's decision could impact advertisers, who rely on cookies for targeted advertising, more than similar measures in competing browsers. Chrome commands about 63% of global web usage.

Phil Duffield, UK VP at marketing automation firm The Trade Desk, said, "Google's solution, the Chrome Privacy Sandbox, which only works on a Chrome browser, likely doesn't benefit anyone other than Google. Protecting consumer privacy online doesn't have to mean making it harder for publishers to earn revenue."

He added that the advertising industry is working towards building a "better" solution, and emphasised the need for a balance between user privacy and publishers' ability to generate revenue.

In the past, the UK's Competition and Markets Authority has raised concerns about the potential advantage Google's advertising business could gain by tracking behaviour on its own websites without third-party cookies.

The CMA has the authority to block Google's plans if it concludes that these changes could harm other businesses.