Google will begin testing a new feature that restricts third-party cookies by default in the coming weeks.
The Tracking Protection tool will be rolled out on January 4, 2024, to 1% of Chrome users globally.
Why we care. Be aware that if your website depends on third-party cookies, this rollout might pose challenges. Take this rollout as a heads-up to ensure your site is prepared well in advance before Google retires third-party cookies entirely in the latter half of 2024.
Why now? Google views this as a crucial step in its Privacy Sandbox initiative, aiming to phase out third-party cookies for everyone by the second half of 2024. However, the final decision depends on addressing any lingering competition concerns from the UK’s Competition and Markets Authority.
Am I affected? Google is selecting the 1% of Chrome users at random. If Tracking Protection is being rolled out to you, you will receive notifications upon opening Chrome on desktop or Android in January.
Dig deeper: What personalization looks like without third-party cookies
Potential issues. If a site relies on third-party cookies and the roll out of Tracking Protection causes issues (for example, you refresh a page multiple times), Chrome will prompt you to temporarily re-enable them by clicking the eye icon on the address bar’s right side.
Take Martech’s 2024 Salary and Career Survey
From AI to layoffs, it’s been quite a year. We’d like to know how it’s been for you. Please take this short survey so we can have your input on the state of martech salaries and careers.
What Google is saying. A Google spokesperson said in a statement:
- “Third-party cookies have been a fundamental part of the web for nearly three decades. While they can be used to track your website activities, sites have also used them to support a range of online experiences — like helping you log in or showing you relevant ads.”
- “As we introduce Tracking Protection, we’re starting with a small percentage of Chrome users so developers can test their readiness for a web without third-party cookies.”
What is Google’s Privacy Sandbox initiative? The Privacy Sandbox initiative develops tech that safeguards online privacy while providing companies and developers with tools to build successful digital businesses.
The Privacy Sandbox has two primary objectives:
- Phase out support for third-party cookies when new solutions are in place.
- Reduce cross-site and cross-app tracking while helping to keep online content and services free for all.
What are third-party cookies? A third-party cookie is a small piece of data placed on a user’s device (computer, cellphone, or tablet) by a website different from the one the user is currently visiting. Primarily utilized in online advertising, these cookies track a user’s browsing history and activities, enabling targeting for personalized ads for products and services.
Deep dive. Read ‘SEO and the future world without cookies‘ by Search Engine Land contributor Adam Audette for more information on what a cookieless world will look like for SEO and PPC marketers.
The post Google will start phasing out third-party cookies in weeks with new feature appeared first on MarTech.
Google has recently announced a new feature that will phase out third-party cookies in the coming weeks. This move is part of the company’s ongoing efforts to improve user privacy and security on the internet.
Third-party cookies are small pieces of data that are stored on a user’s computer by websites other than the one they are currently visiting. These cookies are often used by advertisers to track users’ browsing habits and serve targeted ads. However, they have also been criticized for being invasive and violating users’ privacy.
Google’s new feature, called Privacy Sandbox, aims to address these concerns by providing a more secure and private way for advertisers to target users without relying on third-party cookies. The feature will use machine learning algorithms to group users into cohorts based on their browsing habits, allowing advertisers to target ads to specific groups without knowing the individual identities of the users.
The phase-out of third-party cookies will be gradual, with Google planning to fully eliminate them by 2022. In the meantime, the company will work with advertisers and publishers to ensure a smooth transition to the new system.
Google’s decision to phase out third-party cookies is a significant step towards improving user privacy on the internet. It follows similar moves by other tech companies, such as Apple, which has already implemented stricter privacy controls in its Safari browser.
Overall, the move is likely to be welcomed by users who are concerned about their online privacy. However, it may also present challenges for advertisers who rely on third-party cookies to target their ads. It remains to be seen how the industry will adapt to this change, but Google’s Privacy Sandbox could provide a viable alternative that balances the needs of both users and advertisers.
Recent Comments