Google Announces Gradual Elimination of Third-Party Cookies


November 20, 2023

Promo Protect all your devices, without slowing them down.
Free 30-day trial
Google Announces Gradual Elimination of Third-Party Cookies

Google recently announced a significant step in enhancing user privacy: the gradual elimination of third-party cookies.

The move, part of Google's broader Privacy Sandbox initiative, aims to balance user privacy with essential web functionalities that depend on discordant cookies.

The company plans to begin the cookie elimination process with a 1% user testing period in early 2024, then expand to a broader phase-out in the third quarter.

Understanding Third-Party Cookies

Third-party cookies have been a cornerstone of digital ads, allowing advertisers to track user behavior across multiple websites.

This tracking lets companies create detailed user profiles and tailor advertising campaigns. However, it raises significant privacy concerns, as it involves intrusive monitoring of users' online activities.

Google's Phased Approach

To address potential web compatibility issues, Google is adopting a phased approach to this initiative. The initial 1% testing phase aims to identify and iron out any problems, ensuring minimal impact on user experience.

During this phase, Google plans to implement temporary solutions and user controls in Chrome to efficiently manage disruptions.

Future of Online Advertising

Once third-party cookies are phased out, advertisers are expected to shift to using Google's Privacy Sandbox APIs, designed to display ads based on a user's computed interests, aligning with privacy standards.

It’s worth mentioning that major competitors like Firefox and Safari have already blocked third-party cookies by default.

Google's Commitment to User Privacy

This announcement follows Google's recent efforts to enhance user privacy, including the launch of the Privacy Sandbox and the testing of an IP Protection feature. The IP Protection feature helps users mask their IP addresses using proxy servers, reducing the likelihood of covert online tracking.

The Role of Dedicated Privacy Software

Despite Google’s efforts, dedicated software can ensure user privacy more effectively. A VPN with ad-blockers and anti-tracking modules, such as Bitdefender VPN, offers a more robust and trustworthy solution for users concerned about online privacy and security.




Vlad's love for technology and writing created rich soil for his interest in cybersecurity to sprout into a full-on passion. Before becoming a Security Analyst, he covered tech and security topics.

View all posts

You might also like