In early 2024, Google will begin blocking third-party cookies, affecting 1% of Chrome users. Web trackers will be fully blocked later in the same year.
User Data Tracking Transformation
In the first quarter of 2024, Google will initiate the blocking of third-party cookies in the Chrome browser, impacting 1% of users initially. However, by the third quarter of the same year, complete blocking of web trackers will take effect.
Transition to Privacy Sandbox
Third-party cookies will be replaced by the Privacy Sandbox, a comprehensive set of tools. This new approach allows the browser itself to track user interests and facilitates advertising targeting through API calls. While full implementation is scheduled for the third quarter of 2024, the timeline may shift as the British Competition and Markets Authority (CMA) continues to evaluate the technology. During this transitional period, Google is providing webmasters with verification mechanisms, such as the Privacy Sandbox API, to adapt to the changes.
Debates Surrounding the Change
Google’s shift to the Privacy Sandbox API is seen as a privacy protection measure by some, but not everyone agrees, notes NIXsolutions. Some advertising networks argue that Google is effectively monopolizing internet technology, hindering site owners, marketers, and advertisers from using their own solutions for ad targeting and performance measurement. There’s also a suggestion that users may consider alternative browsers like Firefox or Safari, which have already disabled third-party cookies without implementing Privacy Sandbox mechanisms.