Google to test new feature limiting advertisers' use of browser tracking cookies

FILE PHOTO: An illuminated Google logo is seen inside an office building in Zurich, Switzerland December 5, 2018. REUTERS/Arnd Wiegmann//File Photo

(Reuters) - Alphabet's Google said on Thursday it will begin testing a new feature on its Chrome browser as part of a plan to ban third-party cookies that advertisers use to track consumers.

The search giant is set to roll out the feature, called Tracking Protection, on Jan. 4 to 1% of Chrome users globally, that will restrict cross-site tracking by default.