On January 4, we'll begin testing Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default. We'll roll this out to 1% of Chrome users globally, 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.
Google's aim is to limit cross-site tracking and enhance user privacy. However, this decision has been met with concerns from advertisers and marketers who rely on tracking cookies for targeted advertising. Google's phased approach provides an opportunity for businesses to adapt to new tracking methods.
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