If you’re a digital advertising professional, the end of third-party cookies is likely looming large this year. But for those who aren’t aware, here’s a brief summary of what cookies are and why they’re going away. Google has started blocking cookies for 30 million Chrome users before rolling out the feature on a larger scale. Know why it is killing off cookies.
Google has begun turning off third-party cookies for 1% of Chrome users
Know why Google is killing off cookies?
- Google has begun turning off third-party cookies for 1% of Chrome users, about 30 million people.
- Cookies track user behavior online and are used for targeted ads.
- First-party cookies are safe, but third-party cookies are being phased out.
- Firefox has already removed third-party cookies, but Chrome is the most used browser at 65%.
- Despite this, advertisers are still heavily reliant on cookies for ad buys.
- There is no one replacement for cookies yet, so advertisers must adapt to multiple systems.
- Google’s “Privacy Sandbox” is one solution, but it’s still in early stages.
- Advertisers who don’t prepare for the end of cookies risk losing out.
- To prepare, advertisers can open up to more data sources and use emerging tech like AI.
According to 33Across, cookies were used for 78% or more of programmatic ad buys across industries as late as Q3 2023—many advertisers are increasing their cookie ad spend. Advertisers who don’t prepare for the change or embrace other sources of data stand to lose when the switch gets flipped for good.
Please note that blocking third-party cookies may affect your browsing experience, as some websites may rely on these cookies for certain features or functionality. It’s also important to remember that enabling or disabling cookies in Chrome only affects the browser on your computer and does not apply to other devices or browsers you may use.