Google will restrict advertisers' access to Chrome cookies: What does it mean

Google has announced the commencement of testing a new feature in its Chrome browser that will restrict third-party access to user cookie files. This information was disclosed in Google's official blog.

Cookies are specialized files that allow websites and advertisers to identify individual users on the internet and track which pages they prefer to visit. This information can then be used to tailor targeted advertising.

The search giant intends to implement a feature called "Tracking Protection" starting from January 4, 2024, for 1% of Chrome users worldwide, randomly selected.

"If a site doesn't function without third-party cookie files and Chrome detects that you're experiencing issues (for example, if you refresh the page multiple times), we will offer you the option to temporarily enable third-party cookie files for that website," the statement reads.

In the latter half of the next year, the company plans to completely phase out the use of third-party cookie files. Earlier, Google and nine other major IT companies formed a coalition to promote open digital platforms.