Google Commits To Third Party Cookies Deprecation In 2024

Today, Google began rolling out Tracking Protection, a new feature that limits the use of cross site tracking by deprecating third party cookies by default. Part of Google’s broader Privacy Sandbox initiative, this change affects 1% of Chrome users globally — about 30 million people. And it’s a milestone that many thought might never happen: Per Forrester, 51% of the global marketers we surveyed did not believe that Google would deprecate the third party cookie.

Meanwhile, regulatory bodies like the European Union and Great Britain’s Competition and Markets Authority are continuing their investigation into Google’s Tracking Protection feature because of potential anti competitive practices. Their main concern is that, with the introduction of Tracking Protection feature, it will impede competition in digital advertising because other players in the $250 billion dollar advertising industry will become more reliant on Google’s consumer insights and capabilities for targeting and measurability.

Despite prior skepticism, marketers are taking action to adapt their data, measurement, and activation strategies. According to Forrester, nearly half of the B2C marketing executives said they are “revisiting their data deprecation strategy,” and a quarter said they “have accelerated their data deprecation strategy” because of Google’s plans to move forward with phasing out support for the third party cookie by the end of 2024.

What Marketers Can Do To Deal With Cookie Deprecation In 2024 Google’s progress toward cookie deprecation redoubles the requirement for privacy minded marketing strategies that ensure that customer data is ethically sourced and used. Maintaining the status quo is not an option. If you haven’t already, now is the time to start testing new approaches and get your first party data strategy in order.

Prioritize: This blog was written by Principal Analyst Tina Moffett and it originally appeared here ..