The innovative 'IP Protection' feature intends to tackle this concern by routing third-party traffic from specific domains through proxies to obfuscate users' IP addresses from those domains.įormerly dubbed 'Gnatcatcher,' this tool will initially be available on an opt-in basis, allowing users to take charge of their privacy while enabling Google to observe behavior trends and fine-tune the feature accordingly. Unlike third-party cookies, users can't simply opt out of IP tracking specialized tools like VPNs or proxies are required. It is more invasive than third-party cookie tracking, as it enables the creation of persistent profiles used predominantly for personalized advertising. IP tracking is an insidious issue, as it allows online entities like websites and services to track user activities on their platforms and across various sites. Google is seeking to make strides in the realm of user privacy by testing a new feature in its Chrome browser, aptly named 'IP Protection.' This feature is designed to help users mask their IP addresses using proxy servers, hindering covert online tracking.