Google eases restrictions on third-party cookies. What do you need to know?

One of Google’s strategies regarding limiting third-party cookie files in the Chrome browser is the launch of a limited trial version for websites that may encounter functionality difficulties. Starting from January 4, Chrome began restricting access to third-party cookie files for only 1% of users.

The company plans to gradually increase this percentage among its browser users, aiming to achieve 100% coverage by the third quarter of 2024. Recognizing the need for a smooth transition, Google also allows websites and companies to request additional time to adapt and refrain from using third-party cookie files for non-advertising purposes.

Temporary access to Cookies in Google’s trial versions

Recent Google tests regarding the limitations of third-party cookie files temporarily grant access to them for relevant third-party services until December 27, 2024.

Strict selection criteria:

• Google sets strict criteria for participation in the trials:
• Services related to advertising will not be approved.
• Domains originating from well-known advertising domains will be rejected, including subdomains in most cases.
• Evidence of a direct impact on end-users is required, and issues affecting only further data analysis are not considered.
• Steps to reproduce the broken functionality must be provided and documented in Google’s error reports.
• Google will only consider requests in cases where an evident failure is confirmed. An appeals process will be organized to address the details.
• Sites using domains for advertising will continue to be rejected due to advertising content.

The purpose of the trial period is to grant access to the use of third-party cookie files only for services with functional issues, without easing data collection.

Grace period until April 1

Approved services can activate trial versions by including unique access tokens in Chrome.

To address the issue of a short period between registration opening and cookie file blocking for 1% of traffic, Google provides a grace period for approved websites to deploy their tokens until April 1, 2024.

Google’s support page provides detailed instructions and recommendations for adding trial tokens to web pages.

Conclusions

Some external services may request temporary access to cookie files during trial periods of support cessation, but their compliance with the criteria is highly limited. This extension is intended for services with confirmed functional issues rather than data collection problems.

Business owners relying on external services or cookie files should conduct an audit of their website usage and develop plans for unforeseen circumstances. With the deployment starting, time is running out to address potential impacts before a larger percentage of visitors is affected.