Google offers websites the opportunity to request additional time to abandon dependencies on third-party cookies.
To resolve possible compatibility issues, the search engine has introduced a test to disable third-party cookies. Although Chrome plans to phase out third-party cookies by the third quarter of 2024, this program allows sites and embedded services to temporarily enable them until December 27, 2024.
However, the developers are expected to make the necessary changes before the test end date.
Why we care. For marketers who rely heavily on targeted advertising through third-party cookies, delaying Chrome’s phase-out until the end of the year could come as a big relief. But it’s still crucial to update your marketing strategy so it’s cookie-cutter before the December deadline, as there won’t be any additional help after that.
How it works. Eligible websites may enable third-party cookie opt-out tests using JavaScript to provide unique access tokens to Chrome. To request a third-party witness during registration, enable the “Third-party match” option on the proof-of-origin registration page. Third-party token must be provided using JavaScript by creating a proof of origin tag, not in HTML code or HTTP header.
Test participants are encouraged to implement proof-of-abandonment tokens before the end of the grace period on April 1, 2024.
Eligibility The program is specifically designed for embeds and services that use third-party cookies and meet Google’s strict eligibility criteria.
Advertising-related services will not be approved. If your domain is known for advertising, even subdomains, it will probably reject it. To be considered, you must show a direct impact on end users; issues that only affect subsequent data analysis will not be graded. Submit bug reports to Google with detailed steps to reproduce the issue. Google will only consider requests with confirmed breakage and there is an appeals process for clarification. Even if your site has advertising and non-advertising content, if it is associated with advertising domains, you will likely be denied.
Review process. After submitting your request for the third-party cookie deactivation test, Google will review your request. Response times will vary, but if you haven’t heard back within a week or two, Google advises contacting them at [email protected].
What Google says. A Google spokesperson said in a statement:
“Right now we’re only focusing on third-party embeds and services.” “We recommend that own sites continue to make changes to their sites directly to fix the break and encourage third-party embedders to sign up for this drop-test.”
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deep dive. Read Google’s guidance in full for more information.
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