Google Has Finally Started to Phase Out Third-Party Cookies in Chrome

January 23, 2024
Google Has Started to Phase out the Use of Third-Party Cookies in Chrome

Google has introduced a new feature called, Tracking Protection that automatically limits third party cookies in Chrome. On January 4, 2024, this new protection was rolled out to 1% of Chrome users worldwide. If you are one of the people that has been affected by it, you will get a notification when you open Chrome on your desktop or Android devices.  

What Are Third-Party Cookies?

A third-party cookie is a small piece of information that is stored on the device of the user by a website or platform. They keep track of users’ browsing activity and history. Third-party cookies are primarily used to personalize website experiences and advertising for the user.

Ensure you have Migrated to First-Party Tracking Data

If your website uses third-party cookies to render, then the Tracking Protection feature can cause issues for Chrome users. For affected websites, Chrome will prompt users to temporarily re-enable third-party cookies by clicking the eye icon on the right side of the address bar.

Why Google is Ending the Third-Party Cookies Now?

Google is preparing to gradually get rid of third-party cookies by the second half of 2024. They are under significant pressure from privacy regulators, and this will be a significant step in Google’s Privacy Sandbox initiative. However, Google Chrome is among the final web browsers that still rely on third-party cookies and this phase out has been delayed numerous times in the past several years, so we expect the process may encounter some challenges and delays.

Why We Care

If your marketing strategy heavily involves targeted advertising that uses third-party cookies, you should start preparing your website now, as Google is planning to retire third-party cookies entirely in the latter half of 2024. Transitioning from third-party cookies to first-party data is essential for safeguarding your advertising strategy in 2024.  

Do you need help transitioning to first-party data collection on your web properties? We can help!