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Google Testing Tracking Protection to Restrict Third-Party Cookies in Chrome

Google will begin testing a new feature that restricts third-party cookies by default in the coming weeks. The Tracking Protection tool will be rolled out on January 4, 2024, to 1% of Chrome users globally. This is a crucial step in Google's Privacy Sandbox initiative, aiming to phase out third-party cookies for everyone by the second half of 2024. Depending on the outcome of the UK's Competition and Markets Authority, this decision could be finalised.

Third-party cookies are small pieces of data placed on a user's device by a website that is different from the one the user is currently visiting. These cookies track a user's browsing history and activities, enabling targeting for personalized ads for products and services. If you rely on third-party cookies, this rollout from Google could pose challenges. It is important to ensure your website is prepared well in advance before Google retires third-party cookies entirely.

If Tracking Protection is being rolled out to you, you will receive notifications upon opening Chrome on desktop or Android in January. Google is selecting the 1% of Chrome users at random. If a site relies on third-party cookies and the roll out of Tracking Protection causes issues, Chrome will prompt you to temporarily re-enable them by clicking the eye icon on the address bar's right side.

Adam Audette wrote an article for Search Engine Land titled 'SEO and the future world without cookies' which further details what a cookieless world will look like for SEO and PPC marketers. Take this rollout as a heads-up to ensure your site is prepared well in advance before Google retires third-party cookies entirely in the latter half of 2024.

Originally reported by Martech:
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