Google has declared its plans to discontinue third-party cookies in Chrome by the first quarter of 2024. The tech giant will begin this process by turning off cookies for 1% of Chrome users, paving the way for a full-scale removal by the middle of the third quarter in 2024.
The balancing act of privacy and functionality
Rowan Merewood, who handles developer relations for Privacy Sandbox at Google, explained the rationale behind the move in a blog post. According to Merewood, the gradual discontinuation aims to “minimise cross-site tracking while still allowing free access to online content and services.” He emphasised that the challenge lies in the dual role of third-party cookies: they facilitate essential features like sign-in, fraud prevention, and advertising, yet they're also the main tools for tracking users across different websites.
What it means for businesses and website owners
This move is a clear signal for organisations to gear up for the coming changes. The early stages of cookie removal in 2024 offer a testing ground for businesses to adapt to the absence of third-party cookies. Google's newly established timeline should be a wake-up call for advertisers and publishers. Regardless of whether they participated in Google's tests this year, all website owners will encounter users without cookies in 2024 and must adjust accordingly.
Google's decision follows the release of various APIs designed to offer a “privacy-focused alternative” for functions like identity verification, advertising, and fraud detection. The announcement marks the first time Google has provided a definite schedule for the industry to prepare for the end of third-party cookies. It's evident that Google is not planning any more deadline extensions, making it crucial for businesses to start preparing their strategies for a cookieless future.
