Google’s turning off third-party cookies for 1 percent of Chrome users early next year
Google has been talking about a plan for Chrome to block the third-party cookies that can track user activity across many different websites since 2020. Its stated intention at the time was to complete the shift within two years. Three years later, it hasn’t happened, as its proposals for replacement technology have been criticized by competitors and privacy advocates and scrutinized by regulators who want to know if they will give Google an unfair advertising advantage.
Now, Google is announcing that when Chrome 115 is released in July, it will include support for the Privacy Sandbox set of replacement standards so that companies can test those out on a wider scale. They won’t be turned on for everyone, but users can activate them...