Google is testing a new feature aimed at getting rid of third-party cookies. That is new Tracking protectionThe feature will roll out to one percent of Chrome users during the testing period, which begins on January 4, 2024.

A few months ago, Google announced that it wanted to combat third-party cookies in the Chrome browser. A first step towards achieving this goal is a new privacy feature that will soon be tested, namely the Tracking protection. Starting January 4, 2024, only one percent of users will be randomly added to this testing phase. Select users will receive a notification when they open Chrome on desktop or Android.

Tracking protection

A cookie A third party is code that is added to a website by companies that are not directly involved in the organization behind that website. These cookies allow companies to track every digital step you take as a user. For example, consider a tracking cookie from Facebook on a news website.

To improve Chrome’s privacy features, Google is introducing this Tracking protection Tool. This security feature would prevent websites from accessing third party can prevent cookies.

Test phase from January 4, 2024

Rollout of this new privacy feature begins on January 4, 2024. Only one percent of randomly selected Chrome users worldwide will have access to the feature during this testing period. Google estimates that it will roll out to everyone in the second half of 2024.

If a website does not function without these cookies, users can temporarily enable these cookies for the website in question. Google mentioned in a blog in October that websites that rely on third-party cookies will be given time to make changes so their site can continue to function.

It is noticeable that Google chooses data protection for such cookies, as the company itself generates the majority of its revenue from (targeted) digital advertising. On the other hand, the limited ability to follow people online will particularly affect the competition.