Google to roll out Tracking Protection feature

Google to roll out Tracking Protection feature

Restricts third-party cookies for one per cent of users.


Mumbai: On 4 January, Google announced on their blog post that it will begin testing Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default, allowing marketers time to adapt before their complete removal by the end of the year.

They will roll out this feature to one per cent of Chrome users globally, a key milestone according to them in the Privacy Sandbox initiative to phase out third-party cookies for everyone in the second half of 2024, subject to addressing any remaining competition concerns from the UK’s Competition and Markets Authority.

Third-party cookies have been a fundamental part of the web for nearly three decades. While they can be used to track your website activities, sites have also used them to support a range of online experiences — like helping viewers log in or showing relevant ads.

With this move, advertisers are likely to face challenges, especially in terms of conversions, as many third-party programmatic platforms heavily depend on cookies for data. Furthermore, programmatic platforms may seek to mitigate the impact by considering price hikes for their services. These shifts underscore the evolving landscape of digital advertising, posing challenges for advertisers and reshaping industry dynamics.

Lets see what the industry experts have to say whether this move is beneficial to the marketeers, digital players and how it will impact them…

Edited excerpts

TheSmallBigIdea lead- performance marketing Sharath Madhavan

Google's Tracking Protection benefits users by enhancing privacy through limiting cross-site tracking. The main advantages include improved online security, reduced personalized ad targeting, and a potential decrease in intrusive online experiences.

Advertisers may face challenges with conversions due to the restriction on third-party cookies. This hampers the data flow crucial for personalized targeting, potentially impacting ad relevance. Advertisers may need to adapt strategies, focusing on first-party data and alternative targeting methods to mitigate the impact on programmatic platforms heavily reliant on cookies.

Efficacy Worldwide founder & CEO Vishnu Sharma

Google's tracking protection is introduced to safeguard consumers online privacy while ensuring that they still receive personalized experiences. It involves various measures and technologies to limit the tracking of the online activities by third-party websites and advertisers. By implementing features like cookie controls, privacy settings, and restrictions on data sharing, Google aims to give users more control over their personal information. This way, consumers can browse the web with peace of mind, knowing that their privacy is being respected.

Content creator Akshat Tongia

Adapting to Google's Tracking Protection marks an effective transition for digital influencers, presenting both challenges and benefits. Indeed, it could create hurdles in terms of conversions, particularly for those heavily reliant on cookie data. However, there's a positive side – it encourages a more authentic connection with our audience.

Adjusting to this shift requires rethinking our approach. Instead of solely relying on data from third-party cookies, we now have an opportunity to prioritize creating high-quality content and fostering genuine connections.

The positive aspect is that this move guides us towards a more transparent and ethical digital space. It prompts us to tap into our creativity and storytelling skills, showcasing that we offer more than just data-driven content.

While the journey ahead might encounter some obstacles, consider it a chance to stand out. By delivering content that resonates authentically, we can build trust with our audience and thrive in this evolving digital landscape.

So, even though the initial adjustment might seem puzzling, the long-term benefits include a more resilient and trustworthy digital space. This shift is a chance for us to welcome change, innovate our strategies, and ultimately grow stronger as influencers. Let’s see it as a step towards progress and an opportunity to redefine the standards of digital influence in a more considerate era.