Google will test blocking third-party cookies in Chrome from January 4

Google will start testing its Tracking Protection feature in Chrome on January 4. This ensures that third-party cookies are automatically blocked. The feature should be available to all Chrome users in the second half of 2024.

Google had already said in May that Tracking Protection would be tested in early 2024, but did not mention a specific date at the time. The company will test the feature on 1 percent of Chrome users. They will be notified by Google if they have been chosen for the test. The user does not have to do anything else, writes Google.

If a site requires third-party cookies to function and Chrome notices that the user is having trouble reaching the site, the user is given the option to temporarily disable the feature. Tracking Protection can be reactivated by clicking on the eye icon in the right corner of the address bar.

Google says it plans to roll out the feature to all Chrome users in the second half of 2024. It is not yet known exactly how long the test with Tracking Protection will last.

Tracking Protection is part of the Privacy Sandbox, which includes several APIs. Google intended to implement the Privacy Sandbox in 2022, but this was postponed. The British market authority CMA first wanted to investigate whether the company was violating competition rules. Google has since made several commitments to reassure the CMA.

Chrome Tracking Protection Test