Google Pushes Forward with Plan to Remove Third-Party Cookies

Issue 55

01.25.21 - Google recently stated that it had been pushing forward on its efforts and had made significant progress on building an alternative to third-party cookies that are more private for users browsing on Chrome.

Third-party cookies are mainly used by companies and marketers to track the habits and tendencies of users online. Many users have complained about the ability of these companies to track their searches and habits online, and Google responded by stating that third-party cookies will be phased out in the next few years.

Google has stated that the new alternative will be able to analyze browsing habits without any personal information being accessed or sent to a central server. A spokesperson for Google recently said that they are still on schedule to eliminate the use of cookies on Chrome as early as next year.

Across the Atlantic, however, the UK’s competition watchdog recently announced that it had launched an investigation into Google’s efforts to remove third-party cookies and other functions from its Chrome browser, due to concerns that doing so could curb competition in digital advertising.

Source: Wall Street Journal