Google is testing blocking third-party cookies on its Google Chrome browser. Credit: Getty Images/SEAN GLADWELL.

Google has started to test changes to the way companies can track users through third-party cookies on its landmark web browser Google Chrome.

The new browser feature from the search engine giant disables all third-party cookies. Third-party cookies are small files that collect users’ analytic data to track someone’s online activity and provide personalised advertisements.  

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Google said the feature will initially be rolled out to around 30 million people, or just 1% of global users. 

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

“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,” he added. 

Eli Heath, head of identity at Lotame, told Verdict that the change is “relatively minor considering that 30% of browsers, such as Safari and Firefox, already do not support third-party cookies”.

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“This small percentage is unlikely to drive significant changes among buyers, as demand side platforms [advertisers] will simply adjust their traffic optimisation strategies for Chrome browsers that still use cookies,” he added.

Google has described the change as a test period and plans to roll out the feature fully in the second half of 2024.

Heath claims that the testing phase “should serve as a wake-up call to re-energize and intensify efforts in testing cookie-less solutions”.

“If we can identify and isolate the 1% of impacted Chrome browsers, it could provide valuable insights into the effectiveness of post-cookie solutions,” Heath told Verdict.