Just one percent of Chrome users now have third-party cookies disabled by Google, years after the company originally unveiled its Privacy Sandbox experiment.
Late last year, Google declared that on January 4, it will begin by turning off cookies for one percent of Chrome users worldwide at random.
When a person who is part of this deployment launches their browser, they will receive a notification informing them that they are among the first to use Tracking Protection.
Because most internet users will be impacted by this deployment and some websites will not be able to adjust, Google will allow users to temporarily re-enable third-party cookies.
As its name suggests, Google's Privacy Sandbox program was created as a cookie substitute that will let marketers show consumers adverts while maintaining user privacy.
Based on their current browsing behavior, it organizes individuals based on their interests, and marketers can use that data to match consumers with suitable adverts.
Regulators are paying attention to the project because they are worried it will give the firm even more power than it already has.
Google will keep implementing tracking protection over the upcoming months to eliminate third-party cookies for Chrome users by the middle of 2024, if all goes as planned.