Key Takeaways
- Third-party cookies allow services to track users across different websites, raising privacy concerns related to data sharing without consent.
- CHIPS (Cookies Having Independent Partitioned State) is a new method for managing third-party cookies that isolates them, preventing cross-site tracking and improving user privacy.
- With CHIPS, cookies are partitioned so that they are only accessible on the website where they were created, limiting data sharing between sites.
- CHIPS enhances online privacy without sacrificing the functionality of third-party services like chatbots or targeted advertising.
- The shift toward CHIPS and other privacy-focused technologies reflects a broader trend towards stronger data protection and user privacy on the internet.
The way we interact with the internet is constantly evolving, and with it comes increasing concerns about privacy and data security. For years, third-party cookies have allowed companies to track users across websites, collecting data for advertising and other purposes. However, this has also raised significant privacy concerns. A new technology called CHIPS (Cookies Having Independent Partitioned State) is changing the way third-party cookies work, creating a safer and more private web experience for users.
In this article, we’ll explain what third-party cookies are, why they raise privacy issues, and how CHIPS is reinventing them for a more secure online environment.
What Are Third-Party Cookies?
To understand why CHIPS is so important, we first need to look at third-party cookies. These cookies are small data files stored on your device by third-party services embedded in the websites you visit.
For example, a shopping website might use a chatbot from a third-party provider like Living Actor, which saves cookies to remember your preferences and help you navigate the site.
However, these cookies don’t just stay on that website. If another website also uses the same third-party service, it can access the cookies saved by the first website.
This allows companies to track your behavior across multiple sites, creating detailed profiles of your interests and activities without your knowledge.
Example:
Let’s say you visit Website A, a shopping site. The chatbot on Website A stores a cookie with your preference for laptops.
Later, when you visit Website B, a travel site that also uses the same chatbot provider, the chatbot can access the cookie from Website A. Now, even on Website B, the chatbot knows you’re interested in laptops.
This ability to track users across websites is where privacy concerns arise.
The Privacy Concerns Around Third-Party Cookies
The tracking of user behavior across different websites without consent has raised significant privacy issues.
Users are often unaware that their data is being shared across multiple sites and used for targeted advertising. This lack of transparency can feel invasive, especially when companies use this information to serve personalized ads.
A recent survey by the Pew Research Center found that 72% of internet users believe that companies track almost everything they do online, and many feel they have little control over it.
This is where CHIPS comes in to address these privacy concerns.
How CHIPS Reinvents Third-Party Cookies
CHIPS (Cookies Having Independent Partitioned State) is a new approach designed to limit the privacy risks associated with third-party cookies. With CHIPS, cookies set by a third-party service on one website cannot be accessed by the same service on another website.
This means that while third-party services like chatbots or ad providers can still use cookies, they are now partitioned to work only within the specific website where they were created.
Example:
Imagine the same scenario as before. You visit Website A, and the chatbot saves a cookie related to your laptop preferences.
Now, when you visit Website B, the chatbot creates a separate cookie for your travel preferences. These cookies are partitioned, meaning Website B’s chatbot cannot access the cookie from Website A.
As a result, your data stays private to each individual website, preventing cross-site tracking.
Why CHIPS Matters for Online Privacy
By keeping third-party cookies isolated within the websites where they are created, CHIPS drastically reduces the risk of user data being tracked and shared across the web.
This enhances privacy without sacrificing functionality, as third-party services can still operate, but now without compromising your personal information.
For users who are concerned about their privacy, CHIPS represents a major improvement. As companies increasingly prioritize privacy, CHIPS helps protect users while still enabling websites to provide useful services like chatbots and personalized experiences.
How CHIPS Works: A Technical Look
For those interested in the technical side of things, CHIPS adds a Partitioned attribute to cookies, ensuring they remain accessible only on the site where they were created.
Here’s an example of a traditional cookie header before CHIPS:
set-cookie: __Host-categories=laptops; Domain=.livingactor.com; SameSite=None; Secure; HttpOnly; Path=/;This cookie could be accessed across any site using the same service. With CHIPS, the cookie header looks like this:
set-cookie: __Host-categories=smartphones; SameSite=None; Secure; HttpOnly; Path=/; Partitioned;The Partitioned attribute ensures that cookies are isolated, preventing cross-site tracking and enhancing user privacy.
Alternatives to CHIPS
While CHIPS is an important step forward, it's not the only solution to online privacy concerns. Other privacy-focused technologies like browser-based protections, such as Safari’s Intelligent Tracking Prevention, and regulatory frameworks like the GDPR are also working to protect users from unwanted tracking.
Additionally, many users are opting for privacy extensions like Privacy Badger or ad blockers to block third-party cookies altogether.
A Safer Internet with CHIPS
CHIPS is reinventing third-party cookies by making them safer and more private.
With CHIPS, third-party cookies can still help improve your browsing experience, but without the privacy risks of cross-site tracking.
As more websites and services adopt this technology, we move toward a safer internet where users have greater control over their personal data.
FAQs
What are third-party cookies?
Third-party cookies are small data files stored on your device by external services (e.g., chatbots, ad providers) used by the websites you visit. These cookies allow services to track your behavior across multiple websites.
Why are third-party cookies a privacy concern?
Third-party cookies can be accessed by the same service across different websites, allowing companies to track your online activity and build profiles based on your behavior without your explicit consent.
What is CHIPS?
CHIPS, or Cookies Having Independent Partitioned State, is a technology designed to prevent cross-site tracking by isolating third-party cookies to the website where they were created.
How does CHIPS improve privacy?
CHIPS keeps third-party cookies from being shared between websites. Each site that uses a third-party service creates its own cookie, which cannot be accessed by other sites using the same service, reducing the risk of tracking.
Does CHIPS block third-party cookies?
No, CHIPS doesn’t block third-party cookies. Instead, it partitions them, making sure that cookies from one website can’t be used by another website, even if both sites use the same third-party service.
Will CHIPS affect my user experience on websites?
CHIPS won’t negatively impact your browsing experience. It still allows third-party services to function (like chatbots and ads) but prevents them from tracking you across different sites.
Are there other privacy solutions besides CHIPS?
Yes, browser-based protections (like Safari’s Intelligent Tracking Prevention), regulations like GDPR, and privacy tools such as ad blockers or browser extensions (e.g., Privacy Badger) are also used to protect online privacy.
How can I take control of my online privacy?
You can use browser extensions, adjust your cookie settings, and make use of privacy features like incognito mode or privacy-focused browsers. Additionally, be mindful of consent banners that allow you to accept or reject cookies when visiting websites.
