Google to test new cross-site tracking feature on Chrome

Posted on Monday 18 December 2023

From 4 January 2024, Google’s Chrome browser will begin testing ‘Tracking Protection’


The new feature limits cross-site tracking by restricting website access to third-party cookies by default, and will be rolled out initially to 1% of Chrome users globally.

Google describes the move as “a key milestone in our Privacy Sandbox initiative to phase out third-party cookies for everyone in the second half of 2024, subject to addressing any remaining competition concerns from the UK’s Competition and Markets Authority”.

The Competition & Markets Authority (CMA) has published guidance to help websites and services prepare for third-party cookie deprecation and minimise disruption to user-facing features. We advise IAB UK members utilising Privacy Sandbox to take the following actions as we approach third-party cookie deprecation:

Additionally, the CMA is inviting feedback from stakeholders on how industry has been engaged on the Sandbox proposals and how industry concerns have been addressed. You can find the latest update here and feedback can be submitted to: CMA case team [email protected]

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