Google will set new "rules of the game" on data privacy

In the initial phase, only 1% of Google's Chrome browser users will be covered by the new policy. However, with an estimated 3 billion users, that's still a significant number. It's also an important milestone that marks a major shift in the online economy.

Google had originally planned to phase out third-party user tracking cookies starting in early 2022. However, the company has repeatedly delayed the plan.

In May 2023, Google confirmed its plan to phase out third-party cookies in appropriate phases.

The phase-out of third-party cookies is expected to expand from Q3 2023. Google's Chrome team has now received specific guidance to implement the phase-out of third-party cookies.

Cookies are files used to store information and personal web usage activities of users, stored by web browsers on users' computers or devices.

Cookies are used primarily for authorization on websites, personalization of page appearance, and tracking of user actions.

When cookies are used on the website being visited, they do not cause any problems. However, they do allow organizations to track across websites.

Therefore, as users move between websites that have third-party cookies installed, the cookie controller can track the browsing history, thereby understanding the user's preferences, and use this data for advertising and marketing purposes.

Google will begin phasing out third-party cookies in its Chrome browser, expected in the first quarter of 2024. The move marks the beginning of the end for traditional online advertising.