Google Chrome is making significant changes that will impact user privacy, tracking, and browsing habits. While the latest update promises to phase out third-party tracking cookies—a long-awaited move—it also introduces a new form of tracking that raises concerns.
The new update suggests that Google will track users across all their devices using account-based tracking, a shift that could redefine how user data is collected and managed. While some see this as a step toward greater transparency, others worry about increased surveillance and potential privacy risks.
The End of Third-Party Cookies—But at What Cost?
For years, privacy advocates have pushed for Google to eliminate third-party cookies, which track users across different websites. Chrome’s latest update introduces a “global prompt” that will allow users to opt out of tracking, similar to Apple’s App Tracking Transparency (ATT) feature.
However, while third-party cookies are being phased out, Google is shifting toward first-party tracking through its ecosystem, meaning your activity across all Google services—Chrome, YouTube, Search, Gmail—will be closely monitored.
What Does This Mean for You?
- Better privacy from external advertisers but greater data collection by Google itself.
- Account-based tracking, meaning Google can link your browsing activity across devices, even if you clear cookies.
- More personalized ads—but at the cost of deeper surveillance of user behavior.
New Google Tracking: How It Works
The key change in Chrome’s update is that Google will track users based on their logged-in Google accounts, rather than using cookies stored on individual devices. This means:
- Your browsing data is linked across all devices where you’re logged into Google.
- Even if you clear your browser history or use incognito mode, your data may still be tied to your account.
- Google’s AI-powered ad personalization system will continue to refine and target ads based on your behavior.
Why This Matters
Previously, advertisers relied on third-party cookies to track users, but with Google shifting to first-party tracking, the company retains a competitive advantage over smaller ad networks that depend on cookie-based tracking.
This move also means regulators may scrutinize Google’s ad dominance, as it consolidates data within its ecosystem.
Privacy Concerns & User Backlash
While Google frames these changes as a privacy-friendly upgrade, critics argue that it reinforces Google’s control over digital advertising and limits user autonomy.
Major Concerns:
- Users Can’t Fully Escape Tracking
- Even if you disable cookies, Google’s account-based tracking will still link data across Chrome, Android, and other Google services.
- Incognito Mode Isn’t Truly Private
- Google has faced lawsuits over data collection in Incognito Mode, and these new changes may further limit true private browsing.
- More Power to Google’s Ad Business
- With third-party cookies gone, Google’s own ad platform becomes the primary player, potentially sidelining independent advertisers.
- Regulatory & Legal Scrutiny
- Governments and regulators may see this as an anti-competitive move, leading to investigations and possible legal action.
How to Protect Your Privacy on Chrome
If you’re concerned about these changes, here’s what you can do to limit Google’s tracking:
- Use Privacy-Focused Browsers
- Switch to Firefox, Brave, or DuckDuckGo for better privacy protection.
- Adjust Your Google Account Settings
- Go to Google’s Privacy Controls and disable activity tracking.
- Use a VPN
- A VPN (Virtual Private Network) can mask your browsing activity from Google and other trackers.
- Log Out of Google When Browsing
- Avoid staying logged into your Google account while using Chrome.
- Try Search Engine Alternatives
- Use DuckDuckGo or Startpage instead of Google Search for less tracking.
Final Thoughts
Google’s latest Chrome update signals a major shift in internet privacy. While third-party cookies are being removed, Google’s first-party tracking could make it harder to avoid surveillance across devices.
For users, this means weighing convenience versus privacy. If you’re comfortable with Google tracking your activity for a more personalized experience, you may not mind. But if you value online anonymity, you might want to explore alternative browsers, search engines, and privacy settings.
The question remains: Is Google truly prioritizing user privacy, or is this just another way to strengthen its advertising dominance? Only time will tell.