<\/p>\n
Google will begin testing a new feature that restricts third-party cookies by default in the coming weeks.<\/p>\n
The tracking protection tool will be released on January 4, 2024 to 1% of Chrome users worldwide.<\/p>\n
Why we care <\/strong>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.<\/p>\n why now<\/strong> 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.<\/p>\n Am I affected? <\/strong>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.<\/p>\n Potential problems <\/strong>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<\/p>\n What Google says.<\/strong> A Google spokesperson said in a statement:<\/p>\n \u201cThird-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.”<\/p>\n What is Google’s Privacy Sandbox initiative? <\/strong>The Privacy Sandbox initiative develops technology that protects online privacy while giving companies and developers tools to build successful digital businesses.<\/p>\n The privacy test has two main goals:<\/p>\n 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.<\/p>\n What are third-party cookies?<\/strong> 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.<\/p>\n Get the daily search newsletter marketers trust.<\/p>\n