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New Chrome feature to further protect data at Google

New Chrome feature to further protect data at Google

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Tracking Protection is a new Google Chrome feature designed to protect users from third-party cookies and provide more privacy. But there are also disadvantages.

Kassel – Google has been testing tracking protection in its Chrome browser since January 4, 2024. This feature is part of Google's initiative that aims to remove third-party cookies from browsing by the second half of 2024.

Tracking Protection automatically blocks websites from accessing third-party cookies, making it harder for advertisers to track users across platforms. In the past, there have been repeated violations of the General Data Protection Regulation (GDPR), the European General Data Protection Regulation, by Google. The rollout of Tracking Protection will be gradual, starting with a small percentage of Chrome users to give developers the opportunity to test web-readiness without third-party cookies, as demonstrated by Google press release He appears.

Google Tracking Protection: These are the benefits of Chrome functionality

Using Tracking Protection offers multiple benefits: The use of third-party cookies is limited while browsing, which helps prevent users from being tracked across different websites. This measure has a significant impact on privacy by making it more difficult for companies to create comprehensive profiles of online activity.

Tracking protection: How Google puts a limit on third-party cookies © imago Images

In addition, the use of tracking protection makes a crucial contribution to increasing online security. The chances of being redirected to malicious websites such as phishing pages or those containing malware are greatly reduced. This has a positive impact on protecting personal information and keeping your device safe from potential threats.

Disadvantages of Chrome Tracking Protection features: Suppression of third-party cookies

Another aspect of tracking protection is reducing tracking elements, which leads to… A variety of advantages Lead. First, the number of ads tailored to user behavior is decreasing, leading to a more optimized online experience. Reducing distractions helps make browsing more efficient. Second, limiting targeted advertising improves web page loading times. This is especially important for users who prefer faster and smoother online navigation.

However, it is important to note that there may also be potential downsides to using tracking protection. In particular, this could affect the proper functioning of some websites that rely on third-party cookies. These cookies are often used to track user behavior and provide personalized services.

If a website doesn't work without third-party cookies, Chrome will notice this, for example, by refreshing the page several times. The browser then offers the browsing user the option to temporarily reactivate third-party cookies for this website using the eye icon on the right in the address bar.

End of cookies? Google launches a privacy protection project

There is also the possibility that Tracking Protection may reduce the effectiveness of some online services, such as personalized advertising. It is therefore important to balance data protection with the specific requirements for the functionality of certain online services.

Third-party cookies have been around the internet for nearly three decades and are used to track website activity and support various online experiences, such as logging in or showing relevant ads. The Chrome Privacy Shield Initiative takes an approach to removing third-party cookies. The company will decide whether Google will make Tracking Protection available to all Chrome users across all platforms after evaluating the current testing phase. (Syrian Pound)