Major changes coming to Google Chrome might reshape the modern internet

Google, through its Chrome browser, will reportedly end the use of third-party cookies, technology that can track people across websites to target them with personalized advertising.

While Google's initiative is meant to shield the privacy of users, many of the sites they rely upon and cherish could hang in the balance as a result. The move is seen as a profound remaking of the advertising world and user experience on the internet.

Many people, particularly those reliant on targeted advertising to sustain their operations, are worried about the removal of third-party cookies. The elimination of this tracking technology challenges the ability of businesses to collect insights into user behavior and preferences and thereby diminishing the efficacy of personalized advertising.

Chrome attracts 60% of the global internet traffic and it is the only browser to allow third-party cookies. For years Apple's (AAPL) Safari and Mozilla's Firefox have blocked third-party cookies by default. There will not be another browser for the ad market to fall back on once Chrome says farewell to the cookie.

Part of the change, which Google expects to happen in the second half of 2024, will bring new privacy-preserving technologies to give websites alternative ways of delivering relevant ads. As per news report the company is confident its new tools will enable developers to recover a substantial portion of the loss that might otherwise occur without third-party cookies.