Millions of Chrome users thought “Incognito Mode” kept their browsing private. But a lawsuit claimed Google still tracked them. To settle, Google will:
- Delete billions of data records collected during Incognito browsing.
- Block third-party tracking cookies by default in Incognito Mode, hindering targeted advertising.
- Improve transparency by providing clearer information on data retention.
While the lawsuit sought $5 billion, users can still sue individually for damages. This settlement marks a step towards user privacy with Google taking concrete actions.
Crumbling Cookies: A Privacy Push
Google’s settlement aligns with its broader plan to phase out third-party cookies entirely. This phase-out began in early 2024 with limited testing on Chrome users. The initial announcement in 2020 promised complete removal within two years, but delays arose due to concerns from publishers who rely on these cookies for advertising revenue.
This shift reflects growing privacy regulations, like the EU’s GDPR and California’s regulations, which are putting pressure on companies to collect and use user data more responsibly
