Google has announced plans to test a feature called Tracking Protection on its Chrome browser, beginning on January 4, with the aim of eventually banning third-party cookies used by advertisers to track users. The initial testing will involve 1% of Chrome users globally and is set to restrict cross-site tracking by default. Google intends to fully phase out the use of third-party cookies for users in the second half of 2024, pending resolution of antitrust concerns raised by the UK’s Competition and Markets Authority (CMA). The CMA is investigating Google’s cookie-cutting plan due to concerns about its potential impact on competition in digital advertising. Google’s timeline is contingent on addressing these regulatory concerns. The move has prompted discussions about the impact on advertisers’ ability to collect personalized ad data and raised concerns about dependence on Google’s user databases.