Google has recently initiated a significant change in its Chrome browser, implementing measures to block third-party cookies, which are commonly used for tracking user data and behavior online. This move is part of Google’s effort to enhance internet privacy, but it has raised concerns among advertisers and businesses that heavily rely on targeted advertising.

Initially, the new feature will be tested on approximately 1% of global Chrome users, equating to around 30 million individuals. Google intends to conduct this trial phase before a full rollout later in the year, aiming to completely eliminate the use of cookies.

Anthony Chavez, Google’s vice president, emphasized the company’s responsible approach to phasing out third-party cookies, stating that randomly-selected users will be given the option to ‘browse with more privacy.’ In cases where websites are discovered to be non-functional without third-party cookies, Chrome will prompt users with the choice to temporarily re-enable them for that specific site.

While Google’s move is positioned as a step towards a more private internet, it has sparked apprehension within the advertising industry. Many websites heavily rely on cookies to personalize ads and gather analytical data, forming a crucial component of their revenue model. The potential impact on targeted advertising and revenue generation has led to some advertisers expressing concerns about the consequences of Google’s decision.

Furthermore, Phil Duffield, UK vice president at The Trade Desk, criticized Google’s Chrome Privacy Sandbox, suggesting that it primarily benefits Google and potentially poses challenges for publishers in earning revenue. Duffield stressed the importance of protecting consumer privacy without imposing obstacles for businesses, emphasizing the advertising industry’s commitment to developing improved solutions.

Amidst these developments, the UK’s Competition and Markets Authority holds the authority to intervene and potentially block Google’s plans if it deems that they could negatively impact other businesses. This move by Google aligns with the ongoing global discussions and actions focused on enhancing internet privacy and regulating online data tracking practices.