Google has officially started removing third-party cookies.
A new feature called Tracking Protection, which restricts third-party cookies by default, started rolling out to 1% of Chrome users worldwide on January 4, 2024.
If you’ve been affected, you’ll get a notification when you open Chrome on desktop or Android devices.
Why we care If your marketing relies heavily on targeted advertising using third-party cookies, it’s time to reconsider your tactics. Start preparing your websites now before Google completely removes third-party cookies in the second half of 2024.
Impact: The effect of the rollout of the tracking protection tool is yet to be determined, but discussions among digital marketers on X indicate that advertisers are not yet ready to remove third-party cookies:
Issues to consider. If your site relies on third-party cookies and the deployment of Tracking Protection causes problems (for example, you refresh a page multiple times), Chrome will ask you to temporarily re-enable them by clicking the eye icon on to the right of the address bar. side
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. It tracks the user’s browsing history and allows personalized ads based on their activities.
why now Google considers the phase-out of third-party cookies by the second half of 2024 a crucial step in its Privacy Sandbox initiative. The final decision depends on resolving competition concerns from the UK Competition and Markets Authority.
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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.
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