Google has officially started phasing out third-party cookies

Google has officially started phasing out third-party cookies

1 minute

Table of contents

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.

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.

Digital marketing puzzles making your head spin?


Say hello to us!
A leading global agency in Clutch's top-15, we've been mastering the digital space since 2004. With 9000+ projects delivered in 65 countries, our expertise is unparalleled.
Let's conquer challenges together!



Hot articles

Demographic Analytics Secrets to Supercharge Your Sales

Demographic Analytics Secrets to Supercharge Your Sales

Google transforms Demand Gen into a full-fledged performance marketing tool

Google transforms Demand Gen into a full-fledged performance marketing tool

GEO Content Audit: A New Approach to Content in the AI ​​Era

GEO Content Audit: A New Approach to Content in the AI ​​Era

Read more

Google transforms Demand Gen into a full-fledged performance marketing tool

Google transforms Demand Gen into a full-fledged performance marketing tool

Google vs AI: what really delivers results?

Google vs AI: what really delivers results?

Google Analytics Receives Key Update: Snap Ads Cost Data Import Now Available

Google Analytics Receives Key Update: Snap Ads Cost Data Import Now Available

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/

performance_marketing_engineers/