Initial plan: 100% cookies phase-out will take place in the third quarter of 2024.
Shift in strategy: Google halts the plan to cancel third-party cookies in Chrome.
New plan: “A new path for privacy” that would enable users with the option to turn cookies on or off
Background on Cookies
Cookies have long been a great way for websites to collect data and deliver targeted content to their users, be it tailored ads, personalized product recommendations, or simply content.
Google's Initial Plan
In 2020, Google announced it would end support for third-party cookies in Chrome by early 2022 - an announcement which was unpopular among advertisers from the start.
To facilitate this transition, Google introduced the “Privacy Sandbox” initiative, meant to find solutions that protect user privacy without disrupting the free availability of web content.
In June 2021, Google postponed the timeline, granting the digital advertising industry more time to adapt to the new privacy-focused ad strategies. By 2022, feedback from the industry indicated that more time was needed for a smooth transition, leading to further delays.
Google will introduce a new experience in Chrome, allowing users to make informed choices about web tracking. Users will have the ability to adjust their preferences at any time. Anthony Chavez, VP of Privacy Sandbox, noted "Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they'd be able to adjust that choice at any time."
For more useful content from the eCommerce industry:
The company’s objective was to increase sales by raising the AOV (Average Order Value), without having to further invest in marketing efforts. Read...
Maria Halmaghi
Nov 28, 2022
Get notified on new marketing insights
Be the first to know about new B2B SaaS Marketing insights to build or refine your marketing function with the tools and knowledge of today’s industry.