Merewood explained that the decision to begin with a small sample size is a part of Google’s strategy to address concerns raised by the UK’s Competition and Markets Authority (CMA). The CMA investigated Google’s dominance in the online browser market and has advocated for users to have the option to switch to competing browsers if they wish.
For website administrators, Google advises being prepared for the changes. Starting in 2024, they will observe an increasing number of Chrome users with third-party cookies disabled. To ensure their sites are ready, they should assess their specific requirements and controls related to cookie usage and management.
