Google has begun testing a new security feature in its Chrome browser aimed at curbing how third-party cookies are accessed by advertisers and other external entities. This development was officially reported by Blog Google and signals a broader shift in how user data may be managed across the web in the near future.
Cookies are small data files that help websites recognize visitors and remember preferences. They also enable advertisers to track user activity across multiple pages and sites, which can be used to tailor ads and measure engagement. The evolving approach from Chrome suggests a move toward greater privacy controls while still allowing legitimate site functionality to work smoothly for users in Canada and the United States.
As part of the rollout, Google plans to introduce an option named “Tracking Protection.” It will be tested with a randomly selected 1% of Chrome users worldwide beginning January 4, 2024, as part of a controlled experimentation process. This phased approach helps gather real-world feedback on how site performance and user experience are affected by tighter cookie access.
According to Google, if a site appears to rely heavily on third-party cookies and users encounter issues such as repeated page refreshes, Chrome will offer a temporary way to re-enable third-party cookies for that specific site. The goal is to balance privacy with practical usability, ensuring essential services remain accessible while reducing cross-site data sharing in less critical contexts.
Google has also signaled a longer-term objective to phase out third-party cookies entirely in the latter half of the coming year, a move that aligns with broader industry conversations about user consent, transparency, and more privacy-centric advertising models. The company is exploring alternative technologies and consent frameworks that can support measurement and delivery without blanket access to third-party data.
Historically, Google partnered with nine other major IT players to form a Coalition aimed at promoting open digital platforms. This collaboration underscores the tech community’s ongoing effort to shape a more privacy-respecting online ecosystem that still enables innovation and economic activity across markets in North America.