Google has started testing changes to the way companies can track people online. A new feature in the Chrome browser removes third-party cookies, which are little files that are stored on your device to collect analytics data, customise online adverts, and track browsing activity.

It will first be offered to 1% of all global users, or approximately 30 million people. Google defines the moves as a test, with hopes to fully delete cookies later this year.

However, some advertisers believe they will suffer as a result. Google Chrome is the world’s most popular web browser.

Rivals, like as Apple’s Safari and Mozilla Firefox, which account for significantly less internet traffic, already have options to reject third-party cookies.

Google states that randomly selected users will be asked if they wish to “browse with more privacy”.

Google Vice President Anthony Chavez stated in a blog post, “We’re adopting a cautious approach to phasing away third-party cookies in Chrome.

“If a site doesn’t work without third-party cookies and Chrome notices you’re having issues… we’ll prompt you with an option to temporarily re-enable third-party cookies for that website.”

Google claims it is attempting to make the internet more private.

However, cookies are an important portion of many websites’ advertising revenue.

For some people, advertising might feel obtrusive. Many people would have had the experience of visiting a website or making a purchase, only to have related adverts appear on all of the sites they visit.

Cookies can collect information about users, such as their browsing history, location, device, and subsequent online activity.

“Google’s solution, the Chrome Privacy Sandbox, which only works on a Chrome browser, likely doesn’t benefit anyone other than Google,” said Phil Duffield, UK vice president at The Trade Desk, which operates a platform for companies to buy ads online.

“Protecting consumer privacy online, doesn’t have to mean making it harder for publishers to earn revenue”.

He added “the advertising industry is on a collective mission to build something better”.

The Competition and Markets Authority, the UK’s competition watchdog, has the authority to veto the plans if it determines they will affect other businesses.

(Adapted from BBC.com)