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It’s a big news there from Google as the tech giant as the company has now decided to kill all the third party cookies. This will prevent tracking of people’s behavior over the web using the cookies and similar things. Talking about the same, Google officials said that they intend to end up all the support they give for the third party cookies, which end up boosting up the digital advertising ecosystem in a big way. In the coming two years, the company in its Chrome browser has made things within the two years. If you do not know much about cookies, keep noted that these are small pieces of code, which the sites deliver to the browser the visitor go and stick around the person visiting the same.

The third party cookies are seen adding by a number of promoters and advertisers along with adding up the networks, apart from the website the user is seen actually visiting over it along with adding it to track the number of users all over the multiple websites, and thus targeting the ads and see how these are carried out. Chrome Engineering director, Mr. Justin Schuh in his recent blog post published on Tuesday claimed that the Tech Giant will now going to get rid of the support the company has been giving for the third-party cookies via the Chrome once the company has found out the ways to address the “needs of users, along with the publishers, and advertisers”. The company has developed tools to address it called “mitigate workarounds.”

The changes have come into effect as per the regulatory communication taking place in the move over the digital world about the privacy features that would hamper the way some advertising players are seen reaching out to consumers online. At the same time it could also seen stoking it further with antitrust scrutiny. With Deutsche Bank analyst’s view, the company claimed that company has some high antitrust concerns if this is seen over the Chrome just because it would help in squeezing the digital ad competitors of Google. As we see Chrome to be among the most popular web browser in the world, with 69 per cent of the global market share as seen on September 2019 claimed the reports of Statista.

Interestingly, the announcement came from Google just before the other tech giant Microsoft came out with their new web browser called Edge that used the browser of Google and used the prevention by default. Google is now seen making a couple of changes just to prevent the use of cookies along with changing the same that has been tracked down over the web. 

The company also plans an update in February that will require websites to label third-party cookies that can be used on other sites. We have also seen Apple making similar moves by introducing the tool known as Intelligent Tracking Prevention for its browser called Safari while Mozilla brought for Firefox for the same with the help of blocking the third-party tracking cookies by default. As per the tech giant, Google, it is all about to embark upon with an interesting initiative called Privacy Sandbox that would help in developing the yardstick allowing the online ads to be carried out in a more privacy-conscious way. In fact, this idea has been discussed earlier in August and now the company seems to be implementing it soon so that the content that comes out on the web remains freely available to one and all.