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The economy of privacy has shifted as consumers have taken most of their buying habits and personal lives online. Advertisers have shifted with them, moving from billboards to push ads – they have been able to do so successfully with the help of cookies. These delicious-sounding small text files allow sites to recognize users and improve the browsing experience, in their first-party form. Third-party cookies go even further, tracking consumers across the web. This enables advertisers to deliver advertising personalized experiences crafted by any given user’s preferences and browsing habits.
Got it. So, what’s the change that is happening?
Third-party cookies, love them or hate them, will soon be obsolete. In a move to protect consumer data, Google has implemented changes to how companies track users online and has moved ahead with its long-planned, substantial plan to eliminate third-party cookies for all Chrome users in 2024. At first, just 1% of consumers will experience restricted cookies, but by the end of the third quarter, third-party cookies will be completely eliminated. As Chrome is the most widely used browser, this has large implications for companies that depend on this source of consumer data to predict their behavior.
Why has Google decided
