Google will restrict advertising companies from connecting their browser cookies to the website they do not operate.

Nowadays, it’s very common for advertisers or hackers to track user’s data and information. Some of them use the information for genuine purpose but it’s not a hidden fact that hackers do misuse data and information for their own purpose or benefit. That’s why growing demand from users to protect their privacy on the data-driven world. The tech giant Google, last month, took a decision to restrict third-party cookies in its Chrome web browser in a bid to address user’s privacy concerns. User’s privacy is the most important concern for Google, so are you ready to know more about how Google will restrict companies connecting their browser cookies to websites they don’t operate? If you’re one of these advertising companies then this article is written especially for you.

Let’s get into the nitty-gritty of the matter below.

Google to end lucrative tracking tool for advertisers.

As you all know that advertisers do infinite attempts to advertise their products online so that they can connect to a large number of people. One such attempt is they connect their browsing cookies to the website which they don’t even operate and this badly affects the privacy of the users and their data. To tackle this problem, Alphabet’s Google has decided to put a restriction on lucrative tracking tools for advertisers and third-party cookies in its Chrome web browser for protecting user’s privacy.

In a blog post, Google said, “Google’s plan is to restrict advertising software companies and other organizations from connecting their browser cookies to website they do not operate (within two years).” 

Browser Cookies being the lucrative tracking tool for advertisers, How?

I know many of you would be thinking of how cookies help advertisers to track user’s information. Let me tell you what the case is, for nearly three decades, cookies are being placed by relatively unknown companies on nearly every website to fill the internet world full of advertisement. Cookies are considered a lucrative tracking tool that allows website operators to save data about users so that they can keep a particular user logged into a website over multiple days.

Google jump onto the bandwagon of restricting cookies

If you’re not aware then let me tell you that Google is not the first company that is restricting browser cookies but there are few companies as well who had already done this before. Yes, folks, Apple and Mozilla are those companies who have already taken such initiatives.

Apple had restricted third-party cookies (which follow users from site to site tracing their browsing habits) on the Safari browser in 2017, and Mozilla had also done the same thing on the Firefox browser. Furthermore, Opera OPRA offers a similar option on the Opera Mini browser. Meanwhile, Microsoft MSFT offers a setting called “Block only third-party cookies” on its browser called Edge.

Google’s director of Chrome engineering, Justin Schuh, said in a blogpost, “Users are demanding greater privacy – including transparency, choice, and control over how their data is used – and it’s clear the web ecosystem needs to evolve to meet these increasing demands.”

Wrap it up!

I will conclude this article by saying that it’s a good initiative taken by Google to protect the privacy of users and their data. However, let me also tell you that Google said its new restrictions would not go into effect until alternatives that Google considers more privacy-preserving are viable. But it’s clear that Google soon will bring it into force and secure the privacy of users on the Chrome browser. Till then get in touch with us and keep reading.