Ivanna Holubovska
AuthorGoogle is constantly updating its cookie policies, and it can take some work to keep track of what's happening. That's why we decided to make this blog post to keep you updated with the latest information.
As many of you may have heard, Google is making a change to how third-party cookies are handled in Chrome again. According to the last statements, Google will stop the use of third-party cookies in Chrome by the end of 2024.
In this blog post, we'll discuss what third-party cookies are, why they're essential, and what you need to do to prepare for their removal from Chrome. We'll also provide tips for getting the most out of these changes. So read on for all the details!
Third-party cookies are a technology websites use to collect data on user behavior. These cookies are placed by websites other than the website you're currently visiting, such as Google and Facebook. Third-party cookies are used for a variety of purposes, such as advertising and user profiling. They allow websites to know what pages or products users have visited, what links they have clicked on, and more. This data can be used to track analytics, improve customer experience, display tailored ads, and more.
From a technical perspective, third-party cookies are stored in the browser memory when users visit a webpage belonging to a certain domain (the "third-party"). They usually have a longer lifespan than first-party cookies (from minutes to years), meaning that the third party can collect information about the user's browsing habits over time rather than just within one session.
From a privacy perspective, third-party cookies can also be used to track user behavior across different websites without their consent. It's due to the fact that they allow third parties access to personal data gathered from multiple sites, which could then be used for targeted marketing or other purposes. To combat this issue, some browsers offer opt-out options or tools that block third-party requests in order to increase privacy protection for their users.
Third-party cookies are powerful tools that enable companies to track analytics and customize advertisements and offerings based on users' browsing habits. However, it is important for web developers and companies who utilize these tracking tools to ensure compliance with consumer privacy standards in order to protect user data in accordance with current regulations.
Google originally planned to discontinue Chrome's support for third-party cookies this year. But they changed their plans as they needed more time to test the Privacy Sandbox initiative — a less intrusive solution for delivering targeted advertising. The Sandbox is a set of technologies that seek to secure people's online privacy while still offering businesses the tools to advertise successfully.
So by the end of 2024, Google will be deprecating third-party cookies. For marketers and advertisers, this means more time before adjusting your advertising strategies to target Chrome users.
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