Starting January 4, Chrome will commence testing Tracking Protection—a revolutionary feature designed to curtail cross-site tracking by default through restricting website access to third-party cookies. This ground-breaking initiative targets a 1% trial rollout to Chrome users globally, marking a crucial milestone in Chrome's Privacy Sandbox initiative. The ultimate goal? Phasing out third-party cookies for all users by the latter half of 2024, subject to addressing any competition concerns flagged by the UK’s Competition and Markets Authority.