![](https://blogs.sas.com/content/sascom/files/2024/01/dataprivacy2-e1706545458551-566x600.jpg)
Well, it’s finally happening. After years of banter, Google began testing a feature called Tracking Protection on Jan. 4. This feature is designed to limit cross-site tracking via third-party cookies. It will be rolled out initially to 1% of all Chrome users, about 30 million people globally, with all users