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"Google's Big Move: Phasing Out Third-Party Cookies in 2024"

Attention all tech-savvy business professionals! Google has recently made a big move in the world of online advertising by starting to phase out third-party cookies. This change is being implemented through a new feature called Tracking Protection, which restricts third-party cookies by default. The rollout began on January 4th, 2024 and is currently affecting 1% of Chrome users globally. So, what does this mean for you as a Chrome user? If you have been affected by the rollout, you will receive a notification when you open Chrome on either your desktop or Android device. This is a heads up that the way advertising works on the internet is changing, and it's important for businesses to be aware of these changes. If your company heavily relies on targeted advertising with third-party cookies, it's time to reconsider your tactics. The use of third-party cookies allows for personalized ads based on a user's browsing history, so without them, businesses will need to find new ways to reach their target audience. It's best to start preparing your websites now before Google completely retires third-party cookies in the latter half of 2024. The impact of this change is yet to be determined, but discussions among digital marketers suggest that advertisers are not fully ready for the removal of third-party cookies. This means that there may be some challenges and adjustments for businesses to make in the coming years. One potential issue to watch out for is if your team manages a site that relies on third-party cookies and the rollout of Tracking Protection causes issues. For example, if a user refreshes a page multiple times, Chrome will prompt them to temporarily re-enable third-party cookies by clicking the eye icon on the address bar's right side. This could result in a less than ideal user experience and is something to keep in mind when making any necessary changes to your website. To better understand the impact of this change, it's important to know what third-party cookies are. Simply put, they are small pieces of data placed on a user's device by a website different from the one they are currently visiting. These cookies track the user's browsing history and allow for personalized ads based on their activities. Why is Google making this change now? It's part of their Privacy Sandbox initiative, which aims to improve user privacy and security on the internet. The final decision on phasing out third-party cookies will depend on resolving competition concerns from the UK's Competition and Markets Authority. As a tech-savvy business professional, it's important to stay informed on changes like this in the world of online advertising. To make sure you don't miss any updates, be sure to subscribe to MarTech Daily, a free daily newsletter that delivers the latest news and insights on marketing technology. With the ever-changing landscape of digital marketing, it's crucial to stay up to date and adapt your strategies accordingly. So, keep an eye out for any further developments on the phase-out of third-party cookies and be prepared to adjust your tactics in the coming years.

Originally reported by Martech:
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