Google has begun shutting down third-party cookies in Chrome as previously announced. This is being done for only 1% of all users, but with Chrome having a massive user base, it is estimated to affect around 30 million people.
Google’s objective is to switch to the Privacy Sandbox system embedded in the browser, which allows for targeted advertising based on users’ broad interests instead of using specific cookie tracking. The Privacy Sandbox has been in operation since September 2023, and now the decision to shut down cookies is being implemented this month.
Google’s plan is to completely phase out third-party cookies for all users by the third quarter of 2024. However, if anyone wishes to try shutting them down themselves, they can do so by accessing the flag chrome://flags/#test-third-party-cookie-phaseout.
TLDR: Google is gradually closing down third-party cookies in Chrome, starting with 1% of users. Their aim is to transition to the Privacy Sandbox system for targeted advertising based on broad interests. This change will impact around 30 million users and is set to be fully implemented by Q3 2024.
Leave a Comment