Google Chrome's Cookie Phase-Out: What You Need to Know

Sites will no longer have access to third-party cookies for 1% of Chrome users Jan. 4

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One of the most critical topics of 2024—how Google Chrome plans to rewrite digital advertising in the browser with Privacy Sandbox proposals and how companies adopt the technology, or don’t—is finally ramping up.

On Jan. 4, Google is releasing a new browser feature called Tracking Protection, which, when activated, will cut off a site’s access to third-party cookies. Tracking Protection will be activated for 1% of a randomly selected group of Chrome users globally, marking the year’s first notable step toward third-party cookie deprecation.

Those who are part of the test will see the option to “Browse with more privacy” when they open Chrome on desktop or Android.

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