Here’s how Google Chrome will finally prevent certain users from being tracked by other websites.

Google is finally ending the use of cookies that allow other websites to track users. The company will roll out the new rule for Chrome users to select users starting in the first quarter of 2024, with the date now set to January 2024. Google is said to be offering this privacy-focused tool to 1 percent of its users worldwide. to about 30 million. We’re not sure how these users are selected, but it’s great to see the company finally bringing the feature to consumers.

For those who know, Google announced Privacy Sandbox a few years ago, which finally got to the implementation stage earlier this year. The change will support developers to run real-world tests to assess the readiness and effectiveness of their products without third-party cookies, Anthony Chavez, director of Privacy Sandbox, said earlier this year.

The Privacy Sandbox is an ecosystem-wide initiative to ensure an open and thriving web by improving user privacy and giving businesses the tools they need to succeed online. Simply put, any product ads you see online after browsing are caused by cookies that third-party websites can track and send ads to your screen.

Google has partnered with the web ecosystem to develop new, privacy-protecting technologies that don’t rely on cross-site tracking tags or hidden technologies like fingerprinting. Privacy Sandbox has various features such as user-centric ad privacy management, cookie removal and more. Chrome users can modify their ad preferences not only at the API level but also in site-based filtering.

You can ensure that a particular website does not spread ads across the entire screen. Developers are also encouraged to reduce the use of invasive cookies, which also helps advertisers track users and push ads based on their online history. Cookies also help companies read the consumer’s psyche. The use of cookies in Chrome will be restricted in the second half of next year.