Google has made a historic decision that has a decisive impact on user experience: here’s what will change for them.

The Mountain View company continues its journey with a historic decision that affects all Chrome users. The decision taken by Google introduces important changes regarding the tracking of user activities online.

Google has made a historic decision – ()

The online experience of every single user is characterized by various elements that have a significant impact with every click. In this regard, browsing has been putting people’s privacy at risk for years and Google’s decision to make the internet more private comes into this context.

The American company has in fact implemented a new function capable of disabling third-party cookies, small files stored on devices to collect analytical data, personalize online ads and monitor browsing. A decidedly important decision that is destined to change not only the experience of users but also of companies.

Google disables third-party cookies: what changes

The function introduced by Google will initially be available to 1% of total users, corresponding to approximately 30 million people. Google sees these changes as a test, predicting the complete elimination of cookies by the end of 2024.

The Mountain View company has decided to disable third-party cookies – ()

When established by Google it is certainly important for users but some advertisers have highlighted possible losses due to this change. Following these comments, Chrome has introduced the new Privacy Sandbox function, which on the one hand helps users to slightly control privacy and on the other hand shifts the problem under the control of the American company.

Google’s Chrome Privacy Sandbox is in effect an alternative to cookies. The feature assigns users to groups based on interests, then monitors their online activities to create an advertising profile. Subsequently, the browser itself will send the information considered relevant to the advertising networks.

In summary, online activity will no longer be tracked by third-party cookies, but Chrome will implement a similar process. However, it is important to underline that less information should be collected than in the past, which would make it more difficult to take advantage of certain situations. For some, Google’s move could create a monopoly, which would lead the company to totally control online ads in the future.