Tuesday, April 16, 2024

Google has started phasing out third-party cookies - Search Engine Land

Last updated Friday, January 5, 2024 07:02 ET , Source: NewsService

Google has officially started to phase out third-party cookies.

A new feature called Tracking Protection, which restricts third-party cookies by default, began rolling out to 1% of Chrome users globally on January 4, 2024.

If you have been affected, you will will receive a notification when you open Chrome on either desktop or Android devices.

Why we care. If your marketing heavily depends on targeted advertising with third-party cookies, it’s time to reconsider your tactics. Begin preparing your websites now before Google completely retires third-party cookies in the latter half of 2024.

Impact: The affect of the Tracking Protection tool rollout is yet to be determined, however, discussions among digital marketers on X indicate that advertisers are still not ready for the removal of third-party cookies:

Problems to watch out for. If your site relies on third-party cookies and the roll out of Tracking Protection causes issues (for example, you refresh a page multiple times), Chrome will prompt you to temporarily re-enable them by clicking the eye icon on the address bar’s right side.

What are third-party cookies? A third-party cookie is a small piece of data placed on a user’s device (computer, cellphone, or tablet) by a website different from the one the user is currently visiting. It tracks the user’s browsing history, enabling personalized ads based on their activities.

Why now? Google considers phasing out third-party cookies by the second half of 2024 as a crucial...

Read Full Story: https://news.google.com/rss/articles/CBMiWWh0dHBzOi8vc2VhcmNoZW5naW5lbGFuZC5jb20vZ29vZ2xlLWNocm9tZS1zdGFydGVkLXBoYXNpbmctb3V0LXRoaXJkLXBhcnR5LWNvb2tpZXMtNDM2MjQ00gEA?oc=5

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