Google to Test New Feature to Limit Browser Tracking Cookies
Alphabet’s Google Prepares to Test New Chrome Browser Feature
Alphabet’s Google is set to launch a new feature on its Chrome browser in an effort to restrict third-party cookies used by advertisers to track consumers. This move comes as part of the company’s plan to phase out the use of third-party cookies by 2024. The feature, called Tracking Protection, will be tested with 1% of Chrome users globally starting on January 4th, aiming to limit cross-site tracking by default.
Antitrust Concerns Surrounding Google’s Plan
However, the timeline for phasing out cookies is contingent on addressing antitrust concerns raised by the UK’s Competition and Markets Authority (CMA). The CMA is worried that the removal of cookies will hinder competition in digital advertising and impact Google’s advertising segment. The investigations into Google’s plan to block third-party cookies will continue, according to the European Union antitrust chief Margrethe Vestager.
Impact on Digital Advertising and Media Agencies
Advertisers have expressed concerns that the loss of cookies in Chrome will restrict their ability to collect personalized ad information, leaving them dependent on Google’s user databases. In contrast, brokerage BofA Global Research believes that the phasing out of cookies will give more power to media agencies, particularly those capable of providing proprietary insights to advertisers.
What Are Cookies?
Cookies are special files that allow websites and advertisers to identify individual web surfers and track their browsing habits. This technology has long been a crucial tool in the digital advertising industry.
Overall, Google’s decision to phase out third-party cookies marks a significant shift in the digital advertising landscape, with potential impacts on both advertisers and consumers.
