Google announced in 2023 new developments related to The Privacy Sandbox. The goal of the Privacy Sandbox is to create a more privacy-focused web environment that still allows for personalized content and ads without the invasive tracking practices that have become common.

As part of this initiative, Google will introduce a feature called Tracking Protection, which restricts access to third-party cookies by default, limiting the ability of sites to track users across the web. In Q1 2024, 1% of chrome users was supposed to get in a first trial of this new technology, supposed to end cookies.

The full implementation, which will see third-party cookies phased out completely, is planned for the second half of 2024, subject to regulatory considerations.