Google LLC is planning to phase out support for third-party cookies in its Chrome browser within two years, Justin Schuh, director of Chrome Engineering, said in an official blog post.
The Alphabet Inc. unit said it is taking the step due to users' demands for greater privacy, including transparency, choice and control over how their data is used.
Google also plans to make third-party cookies more secure and give users more precise browser cookie controls by limiting insecure cross-site tracking, effective February. The company is also developing techniques to detect and mitigate covert tracking and workarounds by launching new anti-fingerprinting measures.
Google plans to start the first origin trials by the end of this year, starting with conversion measurement and following with personalization, Schuh said.