Security News > 2021 > January > Google Says Chrome Cookie Replacement Plan Making Progress

Google says it's making progress on plans to revamp Chrome user tracking technology aimed at improving privacy even as it faces challenges from regulators and officials.

The company gave an update Monday on its work to remove from its Chrome browser so-called third-party cookies, which are used by a website's advertisers or partners and can be used to track a user's internet browsing habits.

Third-party cookies been a longtime source of privacy concerns and Google said a year ago that it would do away with them, in an announcement that shook up the online advertising industry.

Rival browsers Safari and Mozilla Firefox have already removed third-party cookies by default but Google is taking a more gradual approach.

Google said it was releasing new data on one proposed technology, which does away with "Individual identifiers" and instead groups users into large demographic flocks.

Google's plan has drawn scrutiny from Britain's competition watchdog, which this month opened an investigation into whether it could undermine online ad competition and entrench Google's dominant position in the digital advertising industry.

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