Google has officially started phasing out third-party cookies

Tracking Protection is a new feature that, by default, restricts third-party cookies. As of January 4, 2023, this feature is active for 1% of Google users.

If you’re in this percentage, you’ll receive a notification when opening the browser on your computer or Android device.

What could be the consequences?

The consequences of the functionality of this tracking protection tool have not yet been determined. However, in X, marketers can be observed who are still unprepared for such actions by Google.

🍪🚫🔍 Today, Google's Chrome crew began the great cookie crumble, axing them from 1% of browser traffic. 🌐✂️ Ad folks, listen up! It's time to cook up new ad auction recipes 📈🧑‍🍳 because by year's end, when 100% of Chrome's cookies are history, it's a whole new internet ad…

— Pesach Lattin (@pesach_lattin) January 4, 2024

Google Is Finally Killing Cookies. Advertisers Still Aren’t Ready. https://t.co/jHf8dL1Rwj

— OxS (@splusoh) January 4, 2024

Happy (?) Cookie Deprecation Day 🍪💀 Google has switched off 3rd Party cookies for >30 Million Chrome users 👉 https://t.co/Yuttjuaggj pic.twitter.com/hJjAjCyu1k

— SimonJHarris (@SimonJHarris) January 4, 2024

What issues should you pay attention to?

If your website uses third-party cookies and encounters difficulties due to the implementation of tracking protection measures (for example, you notice multiple page updates), the Chrome browser suggests temporarily restoring their functionality. To do this, simply click on the eye icon located in the right corner of the address bar.

What are third-party cookies?

A third-party cookie is a small piece of data that is placed on a user’s device (computer, mobile phone, or tablet) by a website different from the one the user is currently visiting. This file tracks the user’s browsing history, enabling personalized advertising based on their actions.

Why is this happening now?

Google considers the gradual phase-out of third-party cookies by mid-2024 a crucial step within their Privacy Sandbox initiative. The final decision is contingent on resolving competition issues being examined by the UK Competition and Markets Authority.