Google will begin testing a new feature that restricts third-party cookies by default in the coming weeks.
The tracking protection tool will be released on January 4, 2024 to 1% of Chrome users worldwide.
Why we care Note that if your website relies on third-party cookies, this rollout can be challenging. Take this release as a warning to make sure your site is ready well in advance before Google completely removes third-party cookies in the second half of 2024.
why now Google sees this as a crucial step in its Sandbox privacy 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 concerns about the jurisdiction of the UK Competition and Markets Authority.
Am I affected? Google randomly selects 1% of Chrome users. If tracking protection is being implemented, you’ll receive notifications when you open Chrome on your computer or Android in January.
Potential problems If a site relies on third-party cookies and the deployment of Tracking Protection causes problems (for example, you refresh a page several times), Chrome will ask you to temporarily re-enable them by clicking the eye icon in the right of the address bar. side
What Google says. 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, such as helping you log in or showing you relevant ads . “As we roll out 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 technology that protects online privacy while giving companies and developers tools to build successful digital businesses.
The privacy test has two main goals:
Phasing out support for third-party cookies when new solutions are available. Reduce tracking across sites and apps, while helping to keep online content and services free for everyone.
What are third-party cookies? A third-party cookie is a small piece of data placed on a user’s device (computer, mobile phone or tablet) by a website other than the one the user is currently visiting. These cookies, which are primarily used in online advertising, track a user’s browsing history and activities, enabling targeting for personalized advertisements for products and services.
Get the daily search newsletter marketers trust.
deep dive. Read Search Engine Land Contributor Adam Audette’s “SEO and the Future Cookie-Free World” to learn more about what a cookie-free world will look like for SEO and PPC marketers.
[ad_2]
Source link
