It remains to be seen how fruitful these initiatives will be. Google’s IP Protection proposal wants to use proxies to hide users’ IP addresses. Although the IP address is often not limited to one system, they are very often bound to one household. An IP address is the next best thing for tracking users across the internet. Other initiatives by Google in this direction include hiding your IP address. It isn’t effective and there is no way to determine if it’s having the desired effect or not. Do Not Track is a signal sent by the browser that asks websites to play nicely and not track it. One significant difference with the existing (largely useless) “Do Not Track” feature is that websites do not have a choice about whether to cooperate with Tracking Protection. For example, when Tracking Protection is enabled, some websites may not load correctly, so users will also have the option to temporarily re-enable third-party cookies for that specific website. The selected Chrome users can do some testing to establish the impact of blocking third-party cookies on their browsing experience. The chosen users will receive a notification about it when they open Chrome. Starting January 4, Google says it will select one percent of Chrome users on desktop and Android at random, and that group will get the option to use the Tracking Protection feature. But other website features, like authentication and fraud prevention can also depend on them. Third-party cookies, often referred to as non-essential cookies, can be used to track visitors as they move from one website to another, with the purpose of creating profiles for personalized ads. The Tracking Protection feature aims to disable third-party cookies completely in the second half of 2024. Tracking Protection is part of Google’s Privacy Sandbox initiative to phase out third-party cookies.
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