Seems Google has been talking about killing 3rd-party cookies since dinosaurs roamed the internet. But starting January 4, Google is going to limit cross-site tracking by restricting third-party cookie access for about 1% of Chrome users globally. This initiative, called "," is part of Google's broader Privacy Sandbox project, which aims to completely phase out third-party cookies by the second half of 2024.
As you know, 3rd-party cookies have been integral to the web for decades. The highly annoying, but particularly effective practice of re-targeting relies on them. However, their role in tracking user activities across sites has raised privacy concerns. While Google's Privacy Sandbox seeks to balance these concerns – make no mistake – Chrome will still track everything you do. Google's just going to make it more Googley.
Users chosen for the Tracking Protection test will receive notifications in Chrome on desktop or Android. With this feature active, third-party cookies will be automatically restricted, reducing the ability to track users across sites. If a user encounters issues on sites requiring third-party cookies, Chrome will offer an option to temporarily re-enable them for that specific site.
If you're one of the lucky 30 million users who are chosen for the test, LMK. This is either going to be awesome or awful. It's hard to say which. -s
ABOUT SHELLY PALMER
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named he covers tech and business for , is a regular commentator on CNN and writes a popular . He's a , and the creator of the popular, free online course, . Follow or visit .
