Google to test new feature to limit advertisers using of browser tracking cookies

The feature, called Tracking Protection, will initially be implemented for 1% of Chrome users worldwide from January 4th. By default, it will restrict cross-site tracking. Google has plans to completely phase out the use of third-party cookies by the second half of 2024, but this timeline may be subject to changes if concerns from the UK's Competition and Markets Authority (CMA) are not properly addressed. 

The CMA has cleverly undertaken an investigation into Google's decision to reduce support for certain cookies in Chrome. Their main concern is that this move could hamper competition in the digital advertising industry, while also closely monitoring Google's lucrative advertising sector.

Cookies play a crucial role as they enable websites and advertisers to recognize and monitor the online activities of individual users.

The European Union's antitrust chief, Margrethe Vestager, has also announced that their investigations of Google's implementation of tools to block third-party cookies, as part of the "Privacy Sandbox" initiative, will persist. 

According to Brokerage BofA Global Research, advertisers are concerned that the removal of cookies in the world's leading browser will restrict their ability to gather data for customized advertising. As a result, they will have to rely on Google's user databases. They also added that the absence of cookies will give media agencies greater influence, particularly those that can offer exclusive and extensive insights to advertisers. 

According to NBC News.