Google has announced plans to phase out third-party tracking cookies in its Chrome web browser. It will start testing the changes later this year and aims to completely stop using the cookies within two years.
The decision follows bans already by Apple Safari and Mozilla Firefox browsers on websites placing the tracking cookies on users. However, Google warned that this type of "blunt approach" could have "unintended consequences that can negatively impact both users and the web ecosystem". Websites may resort to other more invasive techniques such as 'fingerprinting' to replace cookies, which can reduce privacy even further.
With fingerprinting, developers have found ways to use tiny bits of information that vary between users, such as what device they have or what fonts they have installed to generate a unique identifier which can then be used to match a user across websites. Unlike cookies, users cannot clear their fingerprint, and therefore cannot control how their information is collected.
Google announced last August a new initiative called 'Privacy Sandbox' to develop ways to meet privacy concerns of web users while also ensuring ad-supported websites can still find the commercial support they need. The company said it's also working with standards bodies such as W3C to develop new techniques, and feedback on the process has been positive so far.
In the meantime, it plans changes such as requiring third-party cookies to run over HTTPS for increased security and improving its browser settings to give users more cookie controls. In addition, Google is developing techniques to detect and mitigate covert tracking and workarounds by launching new anti-fingerprinting measures to discourage these kinds of techniques; these measures should launch later this year.
