Google announce the phasing out of third party cookies by 2024

After Google announced a comprehensive plan to phase out the use of third-party cookies due to the need for greater user privacy and control over personal data which is gathered online. This move aims to address growing concerns about online tracking and data privacy, without compromising personalised advertising and analytics. Google plans to introduce a range of new privacy-focused technologies, such as the Privacy Sandbox, which will aim to provide alternative methods for businesses and advertisers to reach their target audiences without relying on individual user data and first party cookies.

These types of cookies are ones that are created by a different website to the one you are currently using. So what does that mean? An example of this in action would be an advertising service like Google ads which creates a third party cookie that is placed on other websites to monitor which websites are visited by each user. This type of cookie then allows businesses to show ads to users based on their previous search history with related products and services across multiple websites. Ever search for something and then start receiving ads for that very same item across the web? Yep, you guessed it.

> First party cookies – first party cookies are created and stored by the domain you are currently using. So for example if you visited a site, all of the cookies stored within that specific site are considered first party cookies. Usually first party cookies are used to track and monitor user behaviour, remember shopping carts and preferences when using the site.

> Second party cookies – Second party cookies are not often talked about, with some questioning if they are even a thing at all. Essentially second party cookies are considered first party data that is collected which is shared with partners of the business or website.

> Third party cookies – As explained above, third party cookies are cookies that are created by third party services which can be used to track and monitor user behaviours for ads and other third party services that may be connected to a website such as live chat, payment solutions amongst others.

The most commonly used are often advertising platforms, marketing tools, e-commerce automation tools and social media platforms that often create cookies that can be embedded into others sites to provide their services. 

Let’s go back the targeted advertisements examples: 

You want to buy a new pair of trainers, so you go to a few different sites and browse the trainers you are looking for. But given your a bit short on cash this month you decide to wait until next month to get them. After a short period of time you begin to see ads being displayed for the same products you looking for. 

The reason for this is no dark art but in fact the work of cookies stored by your web browser when searching across the different sites which then uses that data via the third party advertiser to send you targeted advertisements. As you browse across the web, your activity is tracked from tab to tab which is then relaying this information and a data back other websites and third party services.

Cookies are most commonly used for tracking purposes in order to showcase advertisements across the web. Most popular of these platforms is Google Ads which allows businesses to show case relevant ads to users who have viewed similar products or services. Similarly, social media platforms can also leave cookies which track web usage in order to show relevant ads on these platforms.

Growing privacy concerns surrounding the use of these types of cookies and the misuse of third party data is fueling the shift towards first party cookies in a bid to eliminate the misuse of personal data across the web. There have been many cases involving the misuse of personal data which has been obtained through cookies which has prompted concern amongst consumers to take action.

The announced decision to move to first party cookies across the Chrome browser could be sight of things to come across other browsers too. The move comes to provide consumers with less invasive tracking and technology to provide a safer web for all. This many play out differently for smaller organisations who rely on third party data to conduct their business over larger and more established players who can rely on a large amount of first party data to inform their marketing activities and targeting.

Google initially planned to phase out the use these cookies in chrome by 2023, but after delays this date has now been set to late 2024. This is primarily down to Google wanting to allow marketers more time to adjust to their new advertising model and be able to test out the new technology before completely phasing them out.

The switch to first party cookies will favour larger organisations initially due to their web platforms and applications having larger volumes of traffic and subsequent user data which can be used for advertising and tracking purposes. Smaller organisations may feel the effects early on with little first party data to hand, but as the market matures, we may see the entrance of new advertising models and services which allow them to close the gap on larger organisations.

Safari and Firefox web browsers have been blocking invasive cookies for a long time before Google chrome. These browsers have pre existing third party blocking technology which allows users to have more control over their web history and data privacy. 

There are a range of web browsers that prioritise user privacy and offer alternative approaches to browsing online without relying on third-party cookies for tracking. Here are a few examples:

• Mozilla Firefox 
• Brave 
• DuckDuckGo 
• Microsoft edge 
• Safari