In the first quarter of 2024, Google will eliminate third-party cookies for 1% of users of its proprietary Chrome browser. This is an important step in a comprehensive plan that will transform the way ads are targeted on websites.
The company reiterated its commitment to completely phase out third-party cookies in Chrome in the second half of 2024.
As a reminder, cookies allow you to track users as they browse the web, which allows marketers to serve ads based on users’ interests. “In order to move to a web experience without third-party cookies, it is important that the ecosystem is prepared in advance“, – wrote in his blog, Vice President of Google Anthony Chavez (Anthony Chavez). He said that the gradual elimination of cookies for a small group of users “will help developers conduct hands-on experiments that evaluate the readiness and effectiveness of the products they use“.
Chavez stressed that the company’s approach was developed in collaboration with the UK’s Competition and Markets Authority (CMA): “We will continue to review the comments made by the CMA and prepare to refuse third-party cookies for Chrome users once the CMA has completed its assessment“.