Google Chrome testing new feature that limits cross-site tracking

Google said Thursday that it will soon begin testing Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default as you browse the web, limiting the ability to track you across different websites.

Initially, the Tracking Protection feature will roll out to a mere 1% of Chrome users globally, marking a key milestone in Google's Privacy Sandbox initiative to phase out third-party cookies for everyone in the second half of 2024.

Participants in testing the new feature will be chosen randomly, and those selected will receive notifications upon opening Chrome on either desktop or Android.

"With the Privacy Sandbox, we're taking a responsible approach to phasing out third-party cookies in Chrome. We’ve built new tools for sites that support key use cases, and provided time for developers to make the transition. And as we introduce Tracking Protection, we’re starting with a small percentage of Chrome users so developers can test their readiness for a web without third-party cookies," Google wrote in a post.

Notably, if a user experiences difficulties with a particular website due to the absence of third-party cookies, like refreshing a page multiple times, Chrome will prompt the user with an option to temporarily re-enable these cookies for that specific website. This prompt will be accessible through an eye icon located on the right side of the browser's address bar.

"With Tracking Protection, Privacy Sandbox and all of the features we launch in Chrome, we’ll continue to work to create a web that's more private than ever, and universally accessible to everyone," Google said.