Google has initiated the gradual removal of third-party cookies from Chrome, starting with a small percentage of users in 2024. This marks the beginning of a transition towards broader implementation of this privacy-focused measure.
- Google has announced plans to block third-party cookies in Chrome for a select 1% of users, commencing in early 2024.
- This marks the initial step toward the complete removal of third-party cookies by mid-2024.
- Website owners are advised to conduct audits of their cookie usage promptly and prepare for impact of this significant change.
Google has announced its plan to gradually eliminate support for third-party cookies in Chrome, commencing with the disabling of these cookies for 1% of users starting in Q1 2024.
This initial phase of deprecation precedes a wider rollout targeting all Chrome users by Q3 2024.
Next year, third-party cookies will be blocked for 1% of Chrome users
Starting in early 2024, Google will disable third-party cookie support in Chrome for 1% of users globally.
This marks the initial phase of a gradual process aimed at completely removing third-party cookies.
The extended phase-out strategy intends to facilitate initial small-scale testing before the broader impact is experienced by all Chrome users later in 2024.
Websites are encouraged to utilize this early stage to evaluate how their services will adapt to the absence of third-party cookies.
Why Google Is Phasing Out Third-Party Cookies?
Third-party cookies have enabled seamless cross-site tracking of users during their online navigation.
Google aims to eliminate this tracking functionality while implementing fresh standards that prioritize essential requirements such as fraud prevention and the delivery of targeted advertisements.
According to Google, this transition will enhance user privacy and security, while also equipping website owners with the necessary tools to maintain their operations without relying on third-party cookies.
What Happens When Third-party Cookies Are Fully Blocked?
Starting in Q3 2024, Google intends to extend the removal of third-party cookies to encompass 100% of Chrome users, pending regulatory approval.
This shift is anticipated to prompt significant alterations in the landscape of digital advertising. Some express concerns that it might steer websites toward utilizing more obscure tracking methods.
In an effort to facilitate the transition, Google is introducing new Privacy Sandbox APIs designed for various use cases, such as identity verification, advertising, and fraud detection. Nonetheless, there remains uncertainty regarding how the advertising ecosystem will adjust.
The initial 1% deprecation scheduled for next year offers a crucial window for websites, advertisers, and other industry stakeholders to evaluate compatibility and prepare for the broader implementation. Given Google’s dominance in web browsing, scrutiny of these developments will be intense.
What Does This Mean For Advertisers?
The announcement is expected to stir controversy within the digital advertising sector, which heavily depends on third-party cookie tracking. Certain ad tech companies face the risk of losing their existing data collection capabilities.
Advertisers and publishers will need to embrace alternative approaches for delivering targeted ads to users. This transition could potentially advantage closed ecosystems like Google, Facebook, and Amazon, which possess extensive repositories of logged-in user data.
While privacy advocacy groups have welcomed the initiative, there are some reservations regarding whether Google’s Privacy Sandbox adequately limits covert tracking.
How Does This Impact Publishers?
The effects are yet to be seen, but the decline of third-party cookies will undoubtedly reshape the terrain of privacy and advertising online.
As third-party cookies are phased out, publishers might experience a reduction in revenue derived from programmatic website advertising. Nevertheless, they have the option to explore privacy-centric alternatives such as user ID solutions like ID5 or Audigent’s Hadron ID.
What Happens Next?
Google is striving to ensure that its new Privacy Sandbox APIs undergo thorough testing prior to the wider rollout.
There is lingering uncertainty regarding the functionality of digital advertising in the absence of third-party cookies.
Various industry groups are collaborating to establish fresh standards for targeted ads that prioritize anonymity protection. Given Chrome’s significant market share, websites must adapt accordingly.
In Conclusion
Google’s initiative to gradually eliminate third-party cookies signifies a significant transformation in digital advertising and website tracking.
Although intended to enhance user privacy, this change introduces uncertainty regarding the adaptation of the advertising ecosystem.
Website owners are encouraged to conduct audits of their cookie usage promptly and initiate preparations to ensure seamless functionality when third-party cookie support begins to be phased out in 2024.
FAQ’S
How to search cookies?
To search for cookies, you can typically access your browser’s settings or preferences menu. From there, you can navigate to the privacy or security section, where you’ll find options to view and manage cookies. In most browsers, you can also use the search function within the settings menu to quickly locate the cookie-related settings. Additionally, some browsers offer specific tools or extensions for managing cookies, which you can find in their respective stores or add-on repositories.
Are first-party cookies going away?
No, first-party cookies are not going away. While there are discussions and changes regarding third-party cookies, first-party cookies, which are set by the website you’re currently visiting, will likely continue to be used for various purposes such as session management, personalization, and authentication.
How to allow third-party cookies on chrome?
To allow third-party cookies on Chrome, follow these steps:
- Open Chrome and click on the three-dot menu icon located in the top right corner of the browser window.
- From the drop-down menu, select “Settings.”
- Scroll down and click on “Privacy and security” in the left-hand menu.
- Under the “Privacy and security” section, click on “Cookies and other site data.”
- Toggle the switch next to “Block third-party cookies” to turn it off. If the switch is grayed out, it means third-party cookies are already allowed.
- Close the Settings tab to save your changes.
Keep in mind that allowing third-party cookies may impact your privacy and security while browsing, so consider the implications before enabling them.
