Google to ban advertisers from tracking consumers with third-party

Alphabet’s Google announced on Thursday that it will start testing a new feature on its Chrome browser as part of an initiative to outlaw third-party cookies, which are used by marketers to track customers.

On January 4, the world’s largest search engine is scheduled to launch Tracking Protection, a feature that will by default prevent cross-site tracking for 1% of Chrome users worldwide.

In the second half of 2024, Google intends to fully phase out the use of third-party cookies for users.

Google stated that the timing is contingent to resolving antitrust concerns brought up by the Competition and Markets Authority of the United Kingdom