Starting from January 4th, 2024, Chrome has restricted third-party cookies for 1% of its Stable users. This move is part of a broader strategy to test the effectiveness of Privacy Sandbox APIs, aimed at reducing cross-site tracking while maintaining the functionality necessary for free online content and services.
⚠️UPDATE: Google announced that it will no longer pursue its plans to phase out third-party cookies. Instead, the company will introduce a new solution: a one-time prompt that allows users to set their preferences, which will apply across all Google browsing experiences.
The Privacy Sandbox initiative focuses on balancing user privacy with the need for functional online services. Third-party cookies have been instrumental in providing features like sign-in, fraud protection, and advertising, but they also enable cross-site tracking. Chrome's approach involves developing a range of privacy-focused APIs to replace the functionality of third-party cookies without compromising user privacy.
From early 2024, a growing number of Chrome users will experience the web without third-party cookies, even if their sites are not part of the Chrome-facilitated testing. This transition period allows developers to adapt to the new APIs and ensures a smoother phaseout process.
Chrome’s timeline indicates a significant shift in Q1 2025, with the start of the third-party cookie phaseout for all users. This gradual approach, in consultation with the CMA, aims to address any remaining competition concerns and ensure a fair transition for all stakeholders.
Stay informed about these changes and prepare to adapt to the new privacy-focused web landscape that Chrome is championing:
For more detailed information, visit official news and stay tuned for updates on this significant shift in web privacy and functionality.
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