Google Chrome has begun testing its new “Tracking Protection” feature to limit cross-site tracking and restrict third-party cookie access. 🚫🍪🚫
Starting with a 1% global user test on January 4th, the move comes as part of Google’s larger “Privacy Sandbox” initiative to eliminate third-party cookies by the second half of 2024.
The new protections enhance a user’s online privacy while maintaining a quality web experience — a feat easier said than done, hence the rigorous testing.
As Chrome phases out third-party cookies, dealerships may need to adapt their digital marketing strategies and work to optimize their websites, ensuring they all function effectively without relying on those external trackers.