Saying Goodbye to Third-Party Cookies: Google’s Big 2024 Move

2024 marketing trends

What’s Happening with Google and Third-Party Cookies?

Google’s shaking things up with its Chrome browser. By the first quarter of 2024, it’s waving goodbye to third-party cookies. This isn’t just a minor tweak; it’s a big shift in how digital advertising’s been playing out, all in the name of boosting user privacy.


Why Is Google Dropping Third-Party Cookies?

It all boils down to privacy. Third-party cookies have been the bread and butter of tracking what people do across different websites. Handy for advertisers, sure, but not great for privacy. So, Google’s stepping up to change the game. They’re working on new ways to keep ads relevant and fight fraud, all while giving user privacy a major boost.


What are third-party cookies?

Third-party cookies have been the backbone of the web for decades, not only being used for tracking purposes websites have also used cookies to enhance the user experience by auto-filling login details and personalising marketing efforts.

Now, Google is joining the list of browsers that are stopping third-party cookies similar to how browsers such as Safari have been blocking third-party cookies for a few years now.

However, this does not mean that this is the end of tracking as we know it. As with anything, there is always a workaround, new technologies, and other methods that will enable tracking.

Google has been working on building the Privacy Sandbox which is designed to be a less intrusive solution to targeted advertising. All with the aim to protect user privacy whilst ensuring advertisers still have their tools to advertise successfully.


The Ripple Effect on Digital Advertising

This is a pretty big deal for the digital advertising world. Companies that have been leaning on third-party cookies for targeted ads are now in a bit of a pickle. They’ll need to find new ways to get their ads in front of the right people. And guess who might benefit from this? Big names like Google, Facebook, and Amazon, thanks to their heaps of user data.


Privacy Advocates Weigh In

On the whole, folks who champion privacy are giving Google a thumbs-up for this move. But, it’s not all cheers and confetti. There’s some chatter about whether Google’s new Privacy Sandbox will keep sneaky tracking at bay. It’s a critical moment for the industry to come up with new standards that keep everyone’s anonymity front and centre.


What It Means for Publishers

Publishers are bracing themselves, too. This could mean changes in how they rake in money from ads. But it’s not all doom and gloom. New privacy-focused alternatives are popping up, like ID5 and Audigent’s Hadron ID, offering a glimmer of hope.


Peeking into the Future

Google’s not rushing this. They’re testing the waters with their Privacy Sandbox APIs before they pull the plug completely on third-party cookies. It’s a bit of an uncertain time for digital advertising, but there’s a lot of teamwork going on to find that sweet spot between effective ads and respecting privacy.


Wrapping Up: Keeping Up with the Times

As Google gears up for this big change, it’s crunch time for advertisers and publishers. Staying ahead of the game means getting ready for a world without third-party cookies. It’s all about finding new ways to connect with audiences without stepping on the privacy line.

Herjyot Manku

Herjyot Manku

Hey there I'm Herjyot and I'm a PPC Account Executive here at Repeat Digital I have a strong data and analytical background developed from a degree in Marketing and experience working with SQL. Before joining Repeat I worked at a Leicester based marketing agency working across PPC, SEO, Social Media and delivering insights and research for the team. I also was involved in creating proposal decks for prospecting clients with a flair for storytelling through creative insights. Focusing as a PPC Executive I worked with a range of clients helping them deliver their goals and achieve their targets through Google Ads. Before that I worked at another Leicester based data company using SQL to utilise customer data pulling out key marketing trends and providing insights to better understand customer needs. I love to swim and go 3-4 times a week, enjoy Lego and love doing something creative like drawing or making something whenever inspiration strikes ill be sketching for days.

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