Initially, Google had planned to end third-party cookies in 2022, but then took the decision to extend the deadline to the end of 2023. The removal of third-party cookies is now scheduled for mid-2024.
Technically, the purpose of cookies is to help advertisers track Internet users to find out which sites they visit, in order to provide them with personalised advertising.. However, they are unpopular with many internet users and the relevant authorities, as they can jeopardise data privacy.. In an attempt to preserve privacy, Google wants to replace cookies with a token called “TRUST TOKEN”, which plays a similar role to cookies, but has encryption to mask the identity of an internet user to advertisers.
Google’s efforts to move away from third-party cookies date back to 2019, when it announced to the general public its roadmap revolving around Privacy Sandbox. This programme aims to define a set of standards to help advertisers deliver personalised ads without revealing users’ personal information.
Google has decided to activate the Privacy Sandbox for millions of new Chrome users in the coming weeks. Throughout 2023, the web browser will allow more and more users to use these settings, which will eventually replace cookies.
The end of third-party cookies is due to the growing concern of Internet users about data use and protection.. In addition, the latest regulations on data collection and management have also caused the end of these cookies.
However, this change is not without consequences. Indeed, according to Google, most publishers risk losing between 50% and 70% of their revenues if they do not reconfigure their approach to ad and data management by 2024.
