Google Chrome will begin blocking third party cookies in 2024 but

Google Chrome will begin blocking third-party cookies in 2024, but initially only for 1% of users

In the first quarter of 2024, Google will begin blocking third-party cookies in the Chrome browser, but only for 1% of users. However, web trackers will be completely blocked in the third quarter of the same year.

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Cookies are called third-party cookies when they are created on a user’s computer when they visit a website and are accessed from another website. Using this mechanism, advertising platforms and social networks track what the user does while surfing the Internet, create a profile of their interests and, based on this, show them targeted advertising. Google in detail described, how the rejection of third-party cookies will be implemented – in the initial phase in the first quarter of 2024 they will be blocked for 1% of users of the stable version of Chrome. According to estimates, the browser’s target audience includes more than 3 billion users, which means that the innovation will be felt by 30 million people.

Third-party cookies are being replaced by a new mechanism called Privacy Sandbox. This is a whole series of tools, the principle of which is that the interests of users are now tracked by the browser itself, and when displaying advertising, targeting is carried out by querying the browser via API calls. Full implementation of the Privacy Sandbox technology is scheduled for the third quarter of 2024, but the final date may change – the technology remains under investigation by the UK Competition and Markets Authority (CMA), which has not yet announced its decision. During the transition period, Google offers webmasters the use of verification mechanisms: If third-party cookies are not available, then include the Privacy Sandbox API.

According to Google, working with the API helps protect user privacy, but some advertising networks do not share this opinion. They say Google is effectively forcing the entire Internet to switch to its technology, depriving site owners, marketers and advertising agencies of the ability to use their own solutions to target ads and measure the effectiveness of campaigns. There is also an opinion that it is better for Internet users to switch to the Firefox or Safari browsers, which have already disabled support for third-party cookies and will not implement privacy sandbox mechanisms.


About the author

Robbie Elmers

Robbie Elmers is a staff writer for Tech News Space, covering software, applications and services.

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