Google to Begin Testing Tracking Protection Feature in Chrome

The feature, which blocks third-party cookies by default, will be tested on 1% of Chrome users globally starting January 4, 2024, with a complete phase-out planned for the second half of 2024.

Google will begin testing a new feature called Tracking Protection on January 4, 2024, which will block third-party cookies by default for 1% of Chrome users globally.
Third-party cookies, which are used by advertisers to track consumer behavior across different websites, will be completely phased out for all users in the second half of 2024.
The move is part of Google's Privacy Sandbox initiative, which aims to improve user privacy while still allowing websites to function properly.
Google's plan to phase out third-party cookies has raised antitrust concerns from the UK's Competition and Markets Authority (CMA), which is investigating the impact on competition in digital advertising.
If a website doesn't function properly without third-party cookies, Chrome will provide an option to temporarily re-enable them for that site.