Surfing the Waves of Change: Chrome’s Next Move in Phasing Out Third-Party Cookies 🌐🍪

Surfing the Waves of Change: Chrome’s Next Move in Phasing Out Third-Party Cookies 🌐🍪

Grab your virtual surfboards because we’re about to ride the waves of cookie-tracking technology. Chrome, our trusty browser companion, is gearing up for the next big move in its quest for online privacy. What’s the buzz, you ask? Well, it’s all about saying farewell to those sneaky third-party cookies that have been trailing us across the web.

On January 4, Google began testing Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default. This affects 1% of Chrome users globally, and is a part of the Privacy Sandbox initiative to phase out third-party cookies for everyone in the second half of 2024, but that is subject to addressing any remaining competition concerns from the UK’s Competition and Markets Authority.


🔍 The Scoop on Third-Party Cookies

Now, if you’re not quite sure what third-party cookies are, think of them as the digital spies that follow you around the internet, collecting bits and pieces of your online journey. They’re the reason that pair of shoes you ogled at on one website seems to be haunting your dreams on every other site you visit. Creepy, right?


🍪 Bidding Adieu to Cookies with Chrome’s Privacy Sandbox

But fear not, cookies have a brand new package.  Chrome is here to the rescue with its Privacy Sandbox. Picture it as a secure haven where your personal data can kick back, relax, and enjoy a worry-free online existence. The Privacy Sandbox is Chrome’s way of reshaping the online landscape, creating a more private and secure internet experience for everyone. Great for us, but what about advertisers? Chrome’s Privacy Sandbox isn’t just about waving goodbye to third-party cookies; it’s also a game-changer for you. This innovative approach brings a breath of fresh air into the world of digital marketing, opening up new opportunities while respecting user privacy.


🌈 A Kaleidoscope of User-Centric Features

What’s in the Privacy Sandbox, you ask? Imagine a virtual kaleidoscope of user-centric features that enhance your browsing experience without compromising your privacy. From trusty APIs to innovative technologies, Chrome is unleashing a colorful array of tools to make your online adventures safer and more personalized.


🛡️ Tracking Protection: Your Shield in the Online Battlefield

One of the key players in this grand scheme is Chrome’s Tracking Protection. It’s like a digital shield, deflecting unwanted tracking attempts and safeguarding your online identity. No more feeling like you’re being watched – Chrome’s got your back!


🔄 Transparency and Control: The Power to Choose

Chrome believes in giving you the power to control your online destiny. With increased transparency, you’ll have a clearer view of who’s tracking you and why. It’s all about putting the reins back in your hands, so you can choose what information you want to share and with whom. An eMarketer study found: More than three in five US digital shoppers (62%) believe digital ads are largely well targeted to their interests. Accurately targeted ads mean relevant ads, and relevant ads drive better response.  40% of US internet users said personal relevance motivated them to respond to ads.

🚀 What’s Next? Buckle Up for the Future of Browsing!

So, what does the future hold? Well, buckle up because we’re in for an exciting ride. Chrome’s commitment to privacy is paving the way for a new era of browsing, where your data remains yours and yours alone. Say goodbye to being haunted by retargeted ads and hello to a personalized web experience that respects your digital boundaries.

Here are some of the ways we, as an industry, have made significant progress since 2020 to combat cookie loss (to name a few):

The rise of first-party data: Direct collection of consented first-party data becomes invaluable in a post-third-party cookie world, as it provides direct knowledge of your users. Simple entry pages that gather an email address are becoming more commonplace, providing one much-needed starting point for targeting. Identity solutions, in turn, can connect a known digital profile across screens, helping to make targeting seamless without cookies.

Alternative identifiers: As cookies fade, alternative identifiers such as Unified ID 2.0 (UID2), RampID and others have been adopted. These identifiers are pseudonymous based on hashed or encrypted email addresses or phone numbers and are thus privacy-conscious while being interoperable across screens. We continue to see leaders on the buy and sell sides adopt these and similar solutions.

CTV/OTT: The scale continues to increase, and it is cookieless by design.  In the last three years, CTV has evolved tenfold.

Identity graphs: With the change in browser-based IDs and declining digital signals, the need for an identity graph is rising. You’re seeing more and more companies invest in graphs, with an emerging trend being the “graph-of-graph” approach. This combines a marketer or publisher’s rich first-party data with one or more licensed identity graphs, including both online and offline data.

In addition to these, in place of 3rd party cookies Google’s Privacy Sandbox initiatives focus on –

  • How to deliver ads to large groups of people without collecting identifying data from users’ browsers.
  • How to enable conversion measurements for advertisers without individual user tracking across the web.
  • How to detect and prevent fraud on ads, e.g. bots clicking on ads instead of real users.
  • How to let websites collect user data from browser API’s that maintain the anonymity of individual users.

One of those API’s includes Topics API, a “standardized taxonomy of interests” that limits the length of browsing history that’s considered when surfacing ads, and a more enhanced version that can take into account context.

Therefore, we have been replacing our segment tracking pixels which are an image tag that only works based on cookies, with a Universal Pixel which is based on a JavaScript code that can work with Interest Groups’ APIs, for our clients’ campaigns.  This means all of our Behavioral products won’t be impacted by Google’s cookie change.

In addition, the following products are not affected by Google 3rd party cookies:

Mobile Conquesting

Facebook & Instagram


Keyword Targeting

Custom Audience and Lookalike Targeting

🎉 Join the Privacy Party – Chrome Style!

In conclusion, Chrome is throwing a privacy party, and you’re invited! Embrace the changes, surf the waves of progress, and revel in a more private and secure online existence. Many think this is the end of digital, but no need to panic. It means more security and ideal targets are still reachable.



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