Google has announced that they will end support for third-party cookies on their Google Chrome browser. With 56% of browser usage having been conducted on the platform in December 2023, this could mean big things for brands that previously relied on the data collection and tracking method. Third-party cookies have been a fundamental part of the web for nearly three decades. While they can be used to track your website activities, sites have also used them to support a range of online experiences — like helping you log in or showing you relevant ads. 

With Google’s new Privacy Sandbox, they’re taking a responsible approach to phasing out third-party cookies in Chrome. They have built new tools for sites that support key use cases and have provided time for developers to make the transition. As they introduce Tracking Protection, Google is starting with a small percentage of Chrome users so developers can test their readiness for a web without third-party cookies. The first test run began on January 4th, 2024, and involved only 1% of Chrome users. To ensure that your brand is not negatively impacted during this time of sundowning third-party cookies on Google Chrome, keep reading to learn the top things you can do to prepare. 

The Role of Third-Party Cookies 

Third-party cookies hold a significant role in the digital landscape by enabling a personalized and seamless online experience for users. They serve as vital tools for websites, aiding in functionalities like authentication, personalization, and targeted advertising. These cookies facilitate the delivery of relevant content and advertisements, enhancing user engagement and fostering more efficient marketing strategies. Additionally, third-party cookies contribute to the analysis of website traffic and user behavior, allowing businesses to refine their services and tailor their offerings to meet specific user preferences. Despite their utility, increasing concerns regarding user privacy and data security have led to efforts aimed at reevaluating their usage and exploring alternative approaches within the evolving digital ecosystem.  

The Biggest Impacts 

There will be several changes in the way businesses gather and track data, as well as changes to the way customers browse the internet. With an emphasis on making the web a safer, more private place, the biggest impact of the removal of third-party cookies will be in the way businesses advertise. Although Chrome is not the first browser to disable third-party cookies, as the main web browser, it is going to significantly impact how marketers gather data to tailor their ads to their customers by reducing the information they have access to. If you’re browsing on Chrome, third-party companies can no longer gather data on users’ browsing history across multiple websites. 

Prepare for the Change 

To prepare your business for this upcoming change, you should take the appropriate steps, such as conducting an audit of your current use of cookies and testing for breakages 

To get the most out of Google’s new Privacy Sandbox, the platform recommended migrating to privacy-preserving solutions 

  • For cross-site cookies storing data per site (such as embeds), explore using Partitioned storage via CHIPS. 
  • When dealing with cross-site cookies restricted by browser settings, contemplate requesting storage access permissions from users using the Storage Access API. 
  • To manage cross-site cookies among a select group of interconnected sites, explore utilizing Related Website Sets for better control and management. 

Many businesses are going to have to make the shift towards first-party cookies, which gather data only when on the home page. To learn more about making a seamless transition from third-party cookies to Google’s Privacy Sandbox, check out their recent blog from their developers. 

Where Millennium Agency Can Help 

As an experienced B2B tech marketing firm, we are well-versed in building websites that are optimized for change. Instead of waiting to react to changes in how users browse and how data is collected, we’re proactive in establishing strategies that adapt and evolve with ease. As a certified Google Ads partner, we can set your brand up with digital advertising and website strategies that work just as well without third-party cookies. If you want to enter this new phase of cookies and data analytics, connect with our team to get started. 

A Word from Linda Fanaras, CEO & Strategist of Millennium Agency 

Phasing out third-party cookies in the Chrome browser has had mixed reviews. While individuals want more privacy and control over their data, marketers need the data to target advertising more effectively. Marketers may need to get extra savvy on how they personalize their advertising and analytics for sales. We must keep in mind that Google has recommended some solutions such as the Privacy Sandbox, to enable advertising while prioritizing privacy. We should see some big corporations and advertisers looking for new approaches to digital advertising and user tracking. 

About Millennium Agency    

Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who creates value that builds emotionally impactful brands that influences your customer’s buying decision, giving you the competitive advantage. As your industry partner for B2B pharma/biotech, technology and manufacturing, our proprietary research-based framework makes a strong impact and accelerates your brand growth. While you focus on what you do best – running your business successfully – our team will build your brand, and drive leads.  For more information, call 877-873-7445 or schedule time here.