Google has begun testing changes to the way companies are able to track users online.

Google has introduced a new feature in its Chrome browser that disables third-party cookies, affecting about 30 million users. The change is a test, with plans for a full rollout later this year. Advertisers argue that this could impact their business.

Google is phasing out third-party cookies in Chrome, aiming to make the internet more private. However, cookies are crucial for websites to sell advertising, which can be intrusive for some users. Google is working to make the internet more private by prompting users to temporarily re-enable third-party cookies for affected websites.

Google’s Chrome Privacy Sandbox, designed for Chrome browsers, may not benefit other businesses, according to The Trade Desk’s Phil Duffield.