Chrome gets more secure: What you need to know about Google’s ‘Tracking Protection’ feature

Google has implemented its Tracking Protection feature for about one per cent of Chrome browser users. This move comes after its decision to end cookies on the browser, which was announced in December 2023. Google also mentioned how, starting January 4, it will gradually begin preventing websites from tracking your online activity.

What are cookies on a website?

You’re likely to have met with a dialogue box, while browsing on your laptop or smartphone, telling you to ‘accept cookies’. By clicking yes, you are essentially permitting it to track your online activity or preference on the website. Cookies consist of small pieces of data that are equipped to track your behaviour on these sites. Eventually, this information is used to curate personalised ad experiences and products.

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That said, Cookies on third-party websites can potentially be harmful, as they can access your personal information along with slowing down your browser. Keeping these reasons in the frontline, Google has decidedly begun to remove cookies for millions of Chrome users.

What will Google's Tracking Protection feature do?

Google introduced Tracking Protection, which will help block third-party websites from tracking your online footprint. It was developed to stop cross-site tracking, and while the company has only made it available for 30 million users, there are plans to phase it out for the remaining as well.

However, it is important to note that Google cannot completely stop showing you ads. That said, the Tracking Protection feature will aid from a new element titled ‘Ad Topics’, which will look into your Chrome history for tailored content. Ad Topics will leverage your recent links and browsing and bring you relevant ads on your device, thereby ensuring a safer online experience.