The Death of the Third-Party Cookie: What Marketers Need to Know About Google's 2022 Phase-Out (2023)

Editor's Note: This blog post was originally published in February 2020 but was updated to reflect current announcements from Google in July 2022.

The Death of the Third-Party Cookie: What Marketers Need to Know About Google's 2022 Phase-Out (1)

What do marketers and Sesame Street monsters have in common? They LOVE cookies.

For years, brands have been using them to track website visitors, improve the user experience, and collect data that helps us target ads to the right audiences. We also use them to learn about what our visitors are checking out online when they aren't on our websites.

But the way we use cookies and Google ad-tracking toolscould change dramatically with Google's efforts to phase phase out the third-party cookie on Chrome browsers by 2022.

The third-party phase-out was initially announced in February 2020, but Google accelerated buzz around it this month when they announced that they won't be building "alternate identifiers to track individuals as they browse across the web, nor will we use them in our products."

"We realize this means other providers may offer a level of user identity for ad tracking across the web that we will not — like PII graphs based on people’s email addresses," a Google post wrote.

"We don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment. Instead, our web products will be powered byprivacy-preserving APIswhich prevent individual tracking while still delivering results for advertisers and publishers," says Google.

How Marketers and Advertisers are Reacting to Google's Phase-Out

While numerous advertising agencies criticized Google's pivot, companies like GetApp have begun to research potential marketing impact. In a recent survey. GetApp, which provided HubSpot with exclusive data, discovered that:

  • 41% of marketers believe their biggest challenge will be their inability to track the right data.
  • 44% of marketers predict a need to increase their spending by 5% to 25% in order to reach the same goals as 2021.
  • 23% of marketing experts plan on investing in email marketing software due to Google’s new policy.

Below, I'll note a brief history of how the third-party cookie phase-out, and Google's pivots for tracking security, came to be. Then I'll highlight a few things marketers should keep in mind as we get closer to 2022.

A Brief History of the Third-Party Cookie Phase-Out

While you might be seeing this news for the first time, we've been following it since 2020 and just recently updated this post to reflect Google's most recent statements.

In February of last year, a Google blog post announced the phaseout and gave initial reasoning for the pivot. Like the statement noted in the intro, Google similarly explained that this move was being done to protect users asking for more privacy.

"Users are demanding greater privacy--including transparency, choice, and control over how their data is used--and it’s clear the web ecosystem needs to evolve to meet these increasing demands," the post wrote.

(Video) The Death of the Third Party Cookie: What Marketers Need to Know

Although Firefox and Safari had already phased out the third-party cookie, Google's post said that its changes will happen over the course of two years as the tech company works with advertisers to ensure that this pivot doesn't destroy the online advertising business.

"Some browsers have reacted to these concerns by blocking third-party cookies, but we believe this has unintended consequences that can negatively impact both users and the web ecosystem," the blog post notes. "By undermining the business model of many ad-supported websites, blunt approaches to cookies encourage the use of opaque techniques such as fingerprinting (an invasive workaround to replace cookies), which can actually reduce user privacy and control. We believe that we as a community can, and must, do better."

Although Chrome isn't the first browser to phase out the third-party cookie, it's the biggest. In late 2019, Google Chrome made up more than 56% of the web browser market. Chrome also accounts for more than half of all global web traffic.

The Death of the Third-Party Cookie: What Marketers Need to Know About Google's 2022 Phase-Out (3)

Source: Statista

Meanwhile, Safari and Firefox, which have blocked third-party cookies since 2013, come in a distant second and third place, respectively.

Because Chrome, Safari, and Firefox will all no longer support this type of data tracking by 2022, publications like Digiday are calling Google's phase-out the "death of the third-party cookie."

What happens next?

As with any major shift involving privacy, data, and advertising, business experts and publications have been frantically buzzing about how the phase out and Google's rejection of ad-tracking will change the way we do business online.

But, do we really need to panic?

The truth is, Google Chrome's privacy efforts could heavily impact some areas of the marketing and advertising space, while other tactics will still stay pretty much the same.

However, if you're an advertiser or a marketer who's thrived on third-party data or individual data for pinpointed online audience targeting strategies, you might be worried about how you'll navigate this pivot.

Although some big changes might be underway, new alternatives are also emerging. To help you prepare for a world without third-party cookies, here are four things you should keep in mind about the latest cookie phase-out.

5 Things to Know About Google's Cookie Phase-Out and Privacy Pivots

1. Google isn't banning all cookies.

If you're thinking that all your cookie-fueled marketing strategies will soon be rendered obsolete, take a breath.

So far, Google says it's only planning to phase out the third-party cookie on its browsers. However, first-party cookies that track basic data about your own website's visitors are still safe.

In fact, in Google's 2021 announcement, the tech giant called first-party relationships "vital." So, ultimately, any first-party data you gain from your website's visitors on all browsers will still remain in-tact.

Still not sure about the difference between first-party and third-party cookies? Here's a quick breakdown.

First-Party Cookies

A first-party cookie is a code that gets generated and stored on your website visitor's computer by default when they visit your site. This cookie is often used for user experience as it is responsible for remembering passwords, basic data about the visitor, and other preferences.

(Video) Google Third-Party Cookie Removal: What Marketers Should Do NOW

With a first-party cookie, you can learn about what a user did while visiting your website, see how often they visit it, and gain other basic analytics that can help you develop or automate an effective marketing strategy around them. However, you can't see data related to your visitor's behavior on other websites that aren't affiliated with your domain.

Ever wonder how Amazon always remembers your login information, the language you speak, the items in your cart, and other key things that make your user experience so smooth? This is because Amazon uses first-party cookies to remember these basic details.

On the other hand, if you're a marketer running a website on a CMS, you'll have access to analytics dashboards that track first-party cookie data. For example, you'll usually be able to see basic analytics, such as the number of web sessions on a page, the number of pages people click on during a visit, basic browser types, geographical demographics, or even referring websites where visitors clicked a link to your site's URL. However, this data doesn't inform you of everything your visitors do online.

Third-Party Cookies

Third-party cookies are tracking codes that are placed on a web visitor's computer after being generated by another website other than your own. When a web visitor visits your site and others, the third-party cookie tracks this information and sends it to the third-party who created the cookie -- which might be an advertiser.

If you're an advertiser, third-party cookie data allows you to learn about your web visitor's overall online behaviors, such as websites they frequently visit, purchases, and interests that they've shown on various websites. With this detailed data, you can build robust visitor profiles. With all of this data, you can then create a retargeting list that can be used to send ads to your past visitors or people with similar web profiles.

Want to visualize how third-party cookie data might work? Say you research a particular smart TV on Amazon. Then, you go to another site later in the day and see an ad Amazon advertisement for the same exact product. If you aren't on an Amazon-owned site, it's very possible that this advertisement was triggered by third-party cookie data.

While first-party cookies are accepted automatically, visitors must be informed that they are accepting a third-party cookie due to the amount of data that companies can retain from them.

The bottom line? If you're just aiming to track your website's visitors' behaviors, preferences, and basic demographics only while they're on your website, you probably won't be deeply impacted by this change.

However, if you're a marketer that relies on robust data for online advertising, pop-up ads, or a pinpointed audience-targeting strategy, you'll need to continue to follow the news around this phase-out, and consider alternative first-party strategies, as the phase-out nears.

2. Many marketers saw the cookie phase-out coming.

While the "death of the third-party cookie" might seem shocking, it certainly wasn't a surprise.

Recently, governments around the world have been investigating and cracking down on data privacy issues. For example, in an October 2019 shakeup,Europe's highest court ruled that users in the EU must actively consent to all analytics cookies when they log on to a website. If not, the website can’t drop analytics or web tracking cookies on the user’s browser.

TheGDPR rulingmeans that websites can no longer rely on implicit opt-in (meaning, a website displays a cookie banner but the user continues to browser. Websites must not capture opt-in consent before any analytics or web tracking cookies are placed on a browser.

The Death of the Third-Party Cookie: What Marketers Need to Know About Google's 2022 Phase-Out (4)

If your website only catered to local or domestic users outside of the affected countries, you might not have been impacted. However, international websites took a major reporting hit as numbers from Google Analytics -- which relies on cookies -- started to appear inaccurately low.

For international brands that relied on Google Analytics, this was a scary reminder that data-driven brands are vulnerable to software-related issues. It also showed us how governance and privacy regulations could dramatically impact our strategies.

Earlier, in August, Google announced it was developing a "Privacy Sandbox." Although Google didn't have a product created when they announced the move, a blog post explained that the tool that could allow marketers to continue to publish and circulate ads to the right audiences without having the same amount of user data.

"We’ve started sharing our preliminary ideas for a Privacy Sandbox -- a secure environment for personalization that also protects user privacy," wrote Justin Schuh, Director of Chrome Engineering, in the Google blog post. "Some ideas include new approaches to ensure that ads continue to be relevant for users, but user data shared with websites and advertisers would be minimized by anonymously aggregating user information, and keeping much more user information on-device only. Our goal is to create a set of standards that is more consistent with users’ expectations of privacy."

(Video) What Does The Demise Of 3rd Party Cookies Mean For YOUR Digital Marketing?

In a January 2020 interview with Digiday, Amit Kotecha, a marketing director at data management platform provider Permutive, explained the key features of the proposed Sandbox:

“The most significant item in the Privacy Sandbox is Google’s proposal to move all user data into the [Chrome] browser where it will be stored and processed,” said Kotecha. “This means that data stays on the user’s device and is privacy compliant. This is now table stakes and the gold standard for privacy.”

Between the Privacy Sandbox and GDPR rulings that impacted data tracking, it's become apparent to marketers that the third-party cookie was at risk of governance or other tech company changeups that could render it obsolete. This was so apparent that advertising software firms and publishers were already contemplating alternative solutions before the official news of Google's cookie phase-out broke.

At this point, data management firms, like Permutive, are looking at creating alternative tools for advertisers that more heavily leverage first-party cookies and lump visitor profiles into more anonymous "segments" similar to what Google's Privacy Sandbox is predicted to do.

3. Marketers aren't just concerned about data.

While the elimination of third-party cookies on Chrome will be inconvenient to some, marketers are also concerned about Google's reasoning behind the phase-out.

Without Chrome-based third-party cookie data, you'll still be able to leverage and target Google Ads, which will be powered by Google Chrome's first-party cookies and the Privacy Sandbox tools. However, some ad software and platforms that require third-party data will take a huge hit without support from Chrome.

"This move, while good for consumer privacy (in theory) is likely going to hurt most of the third-party ad platforms that utilize these cookies to generate revenue," says Matthew Howells-Barby, HubSpot's Director of Acquisition.

"The big question behind all of this for me is what's motivating Google to phase third-party cookies out? Is it to improve privacy for the end-user or is it to gain a further grip on the ad market by forcing the adoption of Chrome's own first-party cookie, which would likely result in many of those dollars being previously spent on third-party platforms to move in Google's bottom line."

Howells-Barby isn't the only marketer to voice these concerns. In fact, in a joint statement, the Association of National Advertising and the American Association of Advertising Agencies called the tech giant out for disrupting healthy competition in the advertising space.

"Google’s decision to block third-party cookies in Chrome could have major competitive impacts for digital businesses, consumer services, and technological innovation," the statement said. "It would threaten to substantially disrupt much of the infrastructure of today’s Internet without providing any viable alternative, and it may choke off the economic oxygen from advertising that startups and emerging companies need to survive."

Later in the statement, the two advertising groups urged Google to push back the third-party cookie "moratorium" until effective and meaningful opportunities were made available to advertisers.

4. Google won't stop tracking people entirely.

While Google will not invest in tech that tracks people at an individual level, it will still be investing in alternatives. Along with Google's Privacy Sandbox development, the company has already seen successful advertising results from FloC, a technology that tracks groups of people rather than individuals.

"Ourlatest tests of FLoCshow one way to effectively take third-party cookies out of the advertising equation and instead hide individuals within large crowds of people with common interests," Google's recent announcement explained.

"Chrome intends to make FLoC-based cohorts available for public testing through origin trials with its next release this month, and we expect to begin testing FLoC-based cohorts with advertisers in Google Ads in Q2. Chrome also will offer the first iteration of new user controls in April and will expand on these controls in future releases, as more proposals reach the origin trial stage, and they receive more feedback from end users and the industry," the post added.

5. This move still opens the door for innovation in advertising

While things look grim for one type of cookie, this might not be a bad thing for skilled and adaptable brands.

Although this move does cause concern, Google and other browsers have still taken a stand for user privacy. As privacy laws continue to arise, this might be a great opportunity to look at other less-vulnerable advertising alternatives just incase another governance renders one of your marketing tactics or processes as obsolete.

Why? As a marketer with an innovative mindset, you should always be asking yourself questions like, "Are we too reliant on this technology?" or "What happens if and when our strategy gets regulated?" Innovative marketers will be able to come up with more clever alternatives and ads that identify with the masses -- aside from just hyper-targeted content or annoying pop-ups.

(Video) Third-Party Cookies Are Dead. What Does That Mean for Your PPC Campaigns?

Another area that could be innovated is the way we leverage and use data. As noted above, data management platforms are now looking to create alternative tools that help advertisers track data in a way that makes the most out of the third-party cookie. While these options might be different from your third-party cookie solutions or require some new strategizing, they would still allow you to target and learn about relevant audiences without getting intrusive.

How to Prepare for Google's Third-Party Phase-Out

Don't panic. At this point, marketers, advertisers, and data engineers alike are actively looking for solutions to determine what will happen next. And, because the third-party cookie was already weakened by Safari and Firefox ad blocking, it likely wasn't the strongest advertising tool anymore anyway.

Right now, the best thing to do as a marketer is to continue to stay up-to-date with news related to third-party cookies and other data privacy moves that could impact your business.

If your advertising strategies rely on third-party data, start considering alternatives now. As you continue to follow the news related to the phase-out, you should also vet any software or solutions that can help you better transition away from this type of cookie.

For example, you could also consider strategies that can better help you leverage first-party data. One way marketers can do this right now is by setting up Enhanced Conversions for Web to future-proof their businesses' measurement foundation in a privacy-safe way.

Enhanced Conversions for Web is a conversion tracking feature that enables more accurate conversion measurement, even as the availability of cookies or individual level identifiers decreases. It increases observable data and improves the overall quality of conversion modeling.

How does this work? Enhanced Conversions allows to capture hashed customer data advertisers collect on their conversion page (e.g. email addresses) and then matches it against Google logged-in data:

The Death of the Third-Party Cookie: What Marketers Need to Know About Google's 2022 Phase-Out (5)

This not only allows you to recover lost conversions due to browser and regulatory changes, but also leads to improved performance. Learn more about EC for Web in this short video.

Great news: HubSpot and Google are currently developing an integrated EC for Web solution (to be released in the next months), which will allow you to take advantage of these benefits. Sign up here to learn more.

Additionally, you could also revitalize older strategies, like contextual advertising. While third-party data allowed you to place ads directly in front of people who matched certain user profiles, contextual advertising allows you to circulate PPC ads on websites that rank for similar keywords as your ad. This way, if you're selling sports apparel, your PPC ad could show up on sports-oriented websites.

Lastly, to make your brand as safe as possible from future governance or monopoly-related policies, brainstorm even more basic strategies that you can still use to reach your audiences even without cookies, hyper-targeted ads, or mass amounts of data. This will allow you to be less vulnerable to technology, even when you can benefit from the latest tracking software.

Disclaimer: This blog post is not legal advice for your company to use in complying with EU data privacy laws like the GDPR. Instead, it provides background information to help you better understand the GDPR. This legal information is not the same as legal advice, where an attorney applies the law to your specific circumstances, so we insist that you consult an attorney if you’d like advice on your interpretation of this information or its accuracy.

In a nutshell, you may not rely on this as legal advice, or as a recommendation of any particular legal understanding.

Topics: Marketing Trends

(Video) What The Death of the Third-Party Cookie Means For Marketers | Augurian


Why is Google removing 3rd party cookies? ›

Google is currently set to phase out third-party cookies in Chrome by 2024. This comes after a few delays, primarily because Google wanted marketers to have more time to adjust their advertising approach and test out new, less intrusive targeted advertising technologies.

What is the impact of the death of third party cookies on the digital industry? ›

The loss of third-party cookies will make it much harder for advertisers to track users across the web and serve them targeted ads. This will lead to less effective advertising and could reduce the overall size of the digital advertising industry.

Why marketers should care about the death of cookies? ›

The death of cookies will force many marketers to rethink how to engage and learn about their audiences, simultaneously pushing them to develop more revealing, scalable tactics than they had with cookies.

What does removal of third party cookies mean for marketers? ›

The removal of third-party cookies will force marketers to revisit their advertising strategies. By Mendel Cohen. May 10, 2022. Opinions expressed by Entrepreneur contributors are their own. Third-party cookies have been an essential part of every marketer's toolkit for as long as they've been around.

What will Google use instead of cookies? ›

Chrome will include code that monitors the sites we visit and learns about our interests. It will store this information locally for only three weeks at a time, and categorise us all with tags from a list of 300 interests such as “fitness” or “fashion”.

What is replacing 3rd party cookies? ›

Google Chrome has come up with its product to replace third-party cookies – Federated Learning of Cohorts (FLoC).

What do marketers know about third-party cookies? ›

Third-party cookies work by embedding a file on a user's computer. This file collects data on the user as they move across the web. Brand marketers use third-party cookie data to build profiles on their target consumers. They may also use this data to understand what their visitors are looking at on other websites.

How do you market without third-party cookies? ›

4 Tips to Prepare for Cookieless Marketing
  1. Turn on Google Analytics 4.
  2. Start Gathering First-Party Data.
  3. Invest More in Market Research.
  4. Focus on Personalization.
  5. Use AI-Based Bidding.
  6. Reconsider KPIs.
  7. Use Contextual-Based Advertising.
  8. Target Based on Location and Time.

How do cookies affect marketing? ›

Advertisers use cookies to collect data—like what websites you visited—that will help them deliver the most relevant and targeted content to specific audiences.

How does cookie deprecation affect advertising? ›

Cookie deprecation will impact most of the tactics marketers rely on for effective campaigns: Behavioral advertising– Without data obtained from third-party cookies, marketers will no longer be able to create the detailed profiles they need for targeted campaigns.

How do cookies help marketers? ›

Marketers use cookies to determine what their audience's interests are based on browsing activity, purchases and preferences. Cookies often enable user-friendly customer experiences because they remember passwords for customers, and they don't delete items in shopping carts when the customer exits the web browser.

What does the end of cookies mean for digital marketing? ›

The end of third-party cookies does spell the end of hyper-specific targeting and retargeting as we know it. Meaning, we won't have access to data about what people search for and look at on websites and apps other than our own (aka first-party data).

What happens when cookies are removed? ›

If you remove cookies, you'll be signed out of websites and your saved preferences could be deleted. Settings. Clear browsing data.

Why is Google ending cookies? ›

Google is currently set to phase out third-party cookies in Chrome by 2024. This comes after a few delays, primarily because Google wanted marketers to have more time to adjust their advertising approach and test out new, less intrusive targeted advertising technologies.

Which cookies should I delete? ›

Third-party cookies.

Third-party cookies can leave you vulnerable and should be declined or deleted if they're already stored on your browser. Otherwise, a website owner could sell your browsing data to third parties like advertisers.

Why do companies like Google use cookies? ›

They help that website remember information about your visit, which can both make it easier to visit the site again and make the site more useful to you. Other technologies, including unique identifiers used to identify a browser, app or device, pixels, and local storage, can also be used for these purposes.

What will block third-party cookies? ›

Third-party cookies are often blocked and deleted through browser settings and security settings such as same origin policy; by default, Mozilla Firefox blocks all third-party cookies; Chrome and Apple Safari have recently begun doing so as well.

Is blocking third-party cookies good? ›

Third-party cookies follow you around the web, but they have no impact on user experience. This is why you should always block third-party cookies if given the option. Third-party cookies are also known as tracking cookies, because they “track” your behavior to serve more relevant ads to you.

Does Amazon use third-party cookies? ›

Third parties use cookies in the process of delivering content, including ads relevant to your interests, to measure the effectiveness of their ads, and to perform services on behalf of Amazon.

Why are all websites asking about cookies 2022? ›

Why websites ask you to accept cookies. Websites have become more focused on asking you to accept cookies. The reason reflects a data privacy protection law that governs online data tracking and transparency.

Why are third-party cookies controversial? ›

Generally, third-party cookies are considered to be an infringement of user privacy. Blocking third-party cookies improves user security and privacy while presenting a challenge for companies that provide ads and track consumer behavior because they frequently put ads that follow users around the web.

Does Google use third-party cookies? ›

Google uses first-party data for user preferences and authentication and third-party cookies for advertising. Some cookies let Google serve ads on third-party sites, measure campaign performance and conversion rates, and personalize content, according to its support page.

Will Google Analytics work without third party cookies? ›

Google Analytics only uses first party cookies, to capture data about its web visitors.

Do I need cookie consent if I don't use cookies? ›

If you have a simple website, which does not have cookies and you do not collect website users' personal data, you are not obliged to have a Cookie Banner.

How do I retarget without cookies? ›

The good news, however, is that retargeting without cookies is still possible. All you need is to create a dedicated landing page that is unique to your ad campaign. Once you've run your original campaign, you can then run a retargeting campaign against visitors of that dedicated landing page.

What is the future of cookies? ›

The future of cookies will take two primary forms: cohort-based marketing and first-party relationships. These opportunities deserve a prominent place in any effective marketing strategy today.

How can marketers continue marketing effectively without having access to third party? ›

Photos courtesy of the individual members.
  1. Leverage Opportunities To Gather Zero- And First-Party Data.
  2. Don't Use Data Gathered Via Microphone.
  3. Use Keywords To Target Content Viewers With Contextual Ads.
  4. Segment Landing Pages To Target Distinct Audience Lists.
  5. Talk To Your Target Audience In Person.
3 Aug 2022

How will we track customers in a cookie less future? ›

The most stable, accurate and reliable solution to cookieless tracking lies in first-party data. In other words, the customer data that you've collected yourself. This first-party data can have multiple sources – from Point-of-Sale systems to email service providers to (yes), cookies themselves (the first-party kind).

Will retargeting go away with cookies? ›

In January 2020, Google announced that it will end support for third-party tracking cookies in the Google Chrome browser “within two years” signifying major changes for retargeting google ads. In June 2021, this timeline was extended to 2023.

How do you prepare cookie deprecation? ›

Asking the right questions pre-cookie loss in 2023
  1. Data collection. Changes to Chrome don't directly affect first-party data collected on-site, but pixels will become obsolete. ...
  2. Audience segmentation. ...
  3. Targeting. ...
  4. Optimizations. ...
  5. Performance. ...
  6. Measurement & attribution. ...
  7. Navigating uncertainty.
3 Dec 2021

What risks are associated with cookies? ›

Since the data in cookies doesn't change, cookies themselves aren't harmful. They can't infect computers with viruses or other malware. However, some cyberattacks can hijack cookies and enable access to your browsing sessions. The danger lies in their ability to track individuals' browsing histories.

What is the target market for cookies? ›

Since most people love a great homemade cookie, most residents will be a target demographic for Cady's Cookies.
Demographic Profile of Target Market.
Total Population130,250
15 to 19 years10.60%
20 to 24 years16.30%
25 to 29 years21.90%
30 to 34 years25.40%
8 more rows

What are the three reasons that companies use cookies? ›

The main reasons for using cookies include: Improving the experience on-site by recognizing users, recalling their logins and preferences; Personalizing and targeting advertising based on browsing history; Boosting sales by tracking previously viewed items, shopping preferences, engagement, and behavior on site.

How are 3rd party cookies used in advertising? ›

Third-party cookies, which are created by other websites and platforms, are used for ad retargeting and behavioral advertising. By adding tags to a page, advertisers can track a user across the web as they visit different websites.

Will cookies be eliminated? ›

Updated August 4, 2022. Google has announced that it will stop the use of third-party cookies in Chrome by the end of 2024, joining a growing list of browsers ditching the notorious tracking technology.

Are cookies being eliminated? ›

Google said it will delay a plan to phase out third-party cookies on its Chrome browser until late 2024, a move that will upend how ads are targeted on websites. The Alphabet Inc.

What is an end to end digital campaign? ›

What is end-to-end marketing? End-to-end marketing refers to marketing campaigns that encompass every aspect of digital marketing, including search engine optimization (SEO), paid search engine marketing (SEM), digital advertising, email marketing, social media, websites, and more.

Should I block all cookies on my Iphone? ›

And some privacy advocates recommend blocking cookies entirely, so that websites can't glean personal information about you. That said, while occasionally clearing cookies can be beneficial, we recommend leaving your cookies enabled because blocking them leads to an inconvenient and unsatisfying web experience.

Does clearing history clear cookies? ›

When you click Clear History your cache, browser history, and cookies will be deleted for the specified time range. If you choose the default option of "all history" then the entire historical record of your browsing on this computer will be deleted.

Why are we moving away from cookies? ›

According to Justin Schuh, Google's Director of Chrome Engineering, Google's rationale for phasing out third-party cookies is that users are "demanding more privacy, including transparency, choice, and control over how their data is used." He implied that Google was "evolving" to create "the web ecosystem needed to ...

Why are third-party cookies banned? ›

The decision to ban third-party cookies was met with applause from privacy advocates, who have long criticised how cookies are used to target ads. But when a large number of advertisers rely on these cookies to track users, brands will have to find new ways to reach their audience online.

Are third-party cookies disappearing? ›

After more than two decades, third-party cookies — or the small files that advertisers use to monitor your browsing history and serve targeted ads — are disappearing for good.

Why are third-party cookies blocked? ›

Third-party cookies and data privacy

Third-party cookies, and cookies in general, pose a significant data security risk, and are viewed by some as infringing on user privacy rights. This is why all the main browsers mentioned above now block third-party cookies by default.

Are 3rd party cookies disabled? ›

To enable cookies in Google Chrome (Android):

At the top right, tap More More and then Settings. Tap Site settings and then Cookies. Next to “Cookies,” switch the setting on. To allow third-party cookies, check the box next to “Allow third-party cookies.”

Why is Google restricting my searches? ›

Why sites are blocked. Google checks the pages that it indexes for malicious scripts or downloads, content violations, policy violations, and many other quality and legal issues that can affect users. When Google detects content that should be blocked, it can take the following actions: Hide search results silently.

Can you be forced to accept cookies? ›

– The short answer is, no, you do not have to accept cookies. Rules like the GDPR were designed to give you control over your data and browsing history.

How do you target customers without cookies? ›

4 Tips to Prepare for Cookieless Marketing
  1. Turn on Google Analytics 4.
  2. Start Gathering First-Party Data.
  3. Invest More in Market Research.
  4. Focus on Personalization.
  5. Use AI-Based Bidding.
  6. Reconsider KPIs.
  7. Use Contextual-Based Advertising.
  8. Target Based on Location and Time.

What happens if all cookies are removed? ›

Clear all cookies

If you remove cookies, you'll be signed out of websites and your saved preferences could be deleted. Settings. Clear browsing data.

What is the rejection rate for third-party cookies? ›

Negative Impact of Third-Party Cookie Rejection

As mentioned earlier, market estimates project this to be anywhere from 12% to 28% of Internet users on average.

Is Blocking cookies recommended? ›

If you are okay with cross-site tracking and displayed ads while browsing, you don't have to block third-party cookies. But, if you don't want third parties like ad networks to collect data about you or don't want to be shown ads, you can block third-party cookies on your browser settings.

What browsers block third party cookies? ›

Because the other major web browsers (Firefox and Safari) already block third-party cookies by default, when Google Chrome turns off third-party cookies it will mean lights out for activities like behavioral targeting, retargeting, frequency capping, and cookie syncing.

How do I know if my browser is blocking third party cookies? ›

Check third party cookies are not blocked: Step 3 Follow
  1. On your computer, open Chrome.
  2. At the top right, click More. Settings.
  3. At the bottom, click Advanced.
  4. Under 'Privacy and security', click Cookies and other site data.
  5. Ensure that Block third-party cookies is not enabled, eg:


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Author: Zonia Mosciski DO

Last Updated: 01/25/2023

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Name: Zonia Mosciski DO

Birthday: 1996-05-16

Address: Suite 228 919 Deana Ford, Lake Meridithberg, NE 60017-4257

Phone: +2613987384138

Job: Chief Retail Officer

Hobby: Tai chi, Dowsing, Poi, Letterboxing, Watching movies, Video gaming, Singing

Introduction: My name is Zonia Mosciski DO, I am a enchanting, joyous, lovely, successful, hilarious, tender, outstanding person who loves writing and wants to share my knowledge and understanding with you.