11 Jan Google to disable third-party cookies for enhanced browser privacy

Google is testing a new feature which allows a small portion of users to disable third-party cookies and protect their privacy.

This comes after the search engine giant began changing the way that companies can track online users.

Advertisers use third-party cookies to provide personalised advertisements, collect analytic data and monitor browsing, however, Google is working to make the internet more private and secure for those who wish to keep their data withheld from companies.

The company is introducing a new feature in the Chrome browser which will be available to approximately 30 million people, or 1% of global users before going forward with a full rollout.

During the initial testing period, Google will be choosing users at random to approach with the opportunity to “browse with more privacy.”

Anthony Chavez, Google vice president, wrote in a post: “We’re taking a responsible approach to phasing out third-party cookies in Chrome.

“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.”

However, advertising companies that rely on data collected via these cookies may find it harder to “earn revenue” and collect the necessary data to provide personalised ads.

Phil Duffield, UK vice president at The Trade Desk said to the BBC: “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 on a collective mission to build something better.”