The news: Google’s long-expected purge of third-party cookies has begun. The company turned off cookies for 1% of Chrome users last week, amounting to approximately 30 million users.
- After a series of delays, Google has said it plans to phase out cookies for 100% of Chrome users by Q3 2024.
The context: If you’re a digital advertising professional, the end of third-party cookies is likely looming large this year. But for those who aren’t aware, here’s a brief summary of what cookies are and why they’re going away.
- Cookies are a method of tracking user behavior online that have been used for decades. Websites will often ask for permission to attach first-party cookies to your browser, which are used to monitor your activity and preferences on the site for future visits.
- Third-party cookies are those that are attached by websites other than the one a user is visiting, and they track browsing information and personal data for the purpose of delivering targeted ads. As concerns about digital privacy have grown in recent years, cookies have become a controversial mechanism that are now being phased out in favor of new, privacy-centric systems.
- First-party cookies are safe: Third-party cookies are the ones being phased out. Browsers like Firefox have already removed third-party cookies, but Chrome makes up approximately 65% of browser usage, making its pivot the most significant in the market.
A long shadow: Google has been warning advertisers about an end to third-party cookies for years, but as The Wall Street Journal puts it, they still aren’t ready.