Plan to gradually finalize removal of third-party cookies at the end of 2024

Google has initiated the process of eliminating third-party cookies from Chrome and plans to finalize their removal by the conclusion of 2024.

Third-party cookies which are tiny bits of data stored by websites on your device, are used to monitor your online activity across various sites. This practice enables advertisers and other entities to construct a profile of your preferences and deliver targeted advertisements and content they believe will appeal to you.

When third-party cookies are removed, several changes are expected to occur in the online ecosystem:

• Impact on Advertising: Advertisers heavily rely on third-party cookies for targeted advertising. Without them, advertisers will need to find alternative methods for targeting and measuring the effectiveness of their ads. This may lead to a shift towards contextual advertising or reliance on first-party data.
• Privacy Enhancement: Removing third-party cookies can enhance user privacy by preventing cross-site tracking. Users will have more control over their online data and browsing history, reducing the risk of data breaches and unauthorized tracking.
• Changes in Digital Marketing Strategies: Marketers will need to adapt their strategies to accommodate the absence of third-party cookies. They may focus more on building direct relationships with consumers, utilizing first-party data, and exploring new advertising and targeting techniques.
• Impact on Website Analytics: Website owners and marketers use third-party cookies for analytics purposes, such as measuring website traffic and user behavior. The removal of these cookies may necessitate adjustments in analytics tools and methodologies to continue gathering relevant data.
• Challenges for Ad-Tech Industry: The ad-tech industry, which heavily relies on third-party cookies for tracking and targeting, will face significant challenges. Companies in this sector will need to innovate and develop alternative solutions to maintain their operations and revenue streams.