Google to Phase Out Cookies for 1% of Chrome Users in Early 2024

Google announced that it will phase out cookies for one percent of Chrome users in early 2024. The move comes amid concerns about user privacy, as cookies can track a user’s online activity. Google will test its privacy-preserving alternatives, called Federated Learning of Cohorts (FLoC), with the one percent of users in order to assess the technology’s effectiveness and work out any possible issues before rolling it out to all users.

In the past, cookies have been used to track users and collect data even without their knowledge. This has been a major concern as such data can be used for targeted ads, which may compromise the user’s privacy. FLoC, on the other hand, is designed to be more privacy-friendly. It groups users by their interests, but does not collect any personal data.

Google plans to start testing FLoC as a replacement for third-party cookies in Chrome browser in Q2 2021. The aim is to provide advertisers with enough information to target ads to relevant audiences without compromising user privacy. The one percent of users who will be part of the early testing phase will be selected at random.

However, not everyone is happy about the move. Some critics argue that FLoC still presents a threat to user privacy, as it creates groups of users with similar interests. Privacy advocates are concerned that these groups could be used to target users with advertisements, even if their personal data is not collected.

Despite the concerns, Google believes that FLoC is a better solution than cookies. The company believes that a privacy-focused approach is the best way forward for online advertising and that the use of targeted ads will not go away anytime soon. By testing FLoC early, Google hopes to work out any issues that may arise before the technology is rolled out to all Chrome users in 2022.

In summary, Google plans to phase out cookies for one percent of Chrome users in early 2024. The company wants to test its alternative, FLoC, which is designed to be more privacy-friendly, by assessing the technology’s effectiveness and working out any possible issues before rolling it out to all users. While some critics argue that FLoC still presents a threat to user privacy, Google believes that a privacy-focused approach is the best way forward for online advertising and that targeted ads will not go away anytime soon.