Since January 4, Google has been testing Tracking Protection in Chrome, a new feature that limits cross-site tracking. Third-party cookies will gradually disappear. Explanations.
The decision had been known since 2020, but its implementation took time. Google last Thursday began restricting third-party cookies for a relatively small portion of users of its Chrome browser, regardless of platform (desktop or mobile). The date had been known since the announcement on December 14th.
The company starts with this Expected transition to the complete abandonment of third-party cookies, trackers have been heavily criticized for their intrusive nature. And for good reason: Since the introduction of several standards, particularly the GDPR in 2016 in the European Union, the use of trackers has been strictly regulated.
Therefore, Google launched a tracking protection test on January 4, 2024. It's still in the first phase Limited to 1% of Chrome users worldwide. For the company, this represents “an important step in the Privacy Sandbox initiative to phase out third-party cookies for everyone in the second half of 2024, subject to resolution of any remaining competition concerns from the UK Competition and Markets Authority.”
Tracking protection participants are randomly selected. If you are selected, you will receive a notification when you open Chrome on your desktop or Android.
First, if a website doesn't work without third-party cookies and Chrome detects that you're having problems (e.g. refreshing a page multiple times), The browser should prompt you to temporarily reactivate third-party cookies for this website via the eye icon on the right side of your address bar.
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