Google to test new feature limiting advertisers' use of browser tracking cookies

Alphabet's Google will begin testing a new feature on its Chrome browser as part of a plan to ban third-party cookies that advertisers use to track consumers, Report informs referring to Reuters.

The search giant is set to roll out the feature, called Tracking Protection, on January 4 to 1% of Chrome users globally, that will restrict cross-site tracking by default.

Google plans to completely phase out the use of third-party cookies for users in the second half of 2024.

The timeline, however, is subject to addressing antitrust concerns raised by UK's Competition and Markets Authority (CMA), Google said.

The CMA has been investigating Google's plan to cut support for some cookies in Chrome, because the watchdog is worried it will impede competition in digital advertising, as well as keeping an eye on the company's biggest moneymaking segment, advertising.

Cookies are special files that allow websites and advertisers to identify individual web surfers and track their browsing habits.