Prepare to mitigate the dependency on third-party cookies.
Google has officially started to phase out third-party cookies. A new feature called Tracking Protection, which restricts third-party cookies by default, began rolling out to 1% of Chrome users globally on January 4, 2024.
Impact: The effect of the Tracking Protection tool rollout has yet to be determined. However, discussions among digital marketers on X indicate that advertisers are still not ready to remove third-party cookies.
Why we care.
We don’t in as much as our service doesn’t rely on third-party cookies. However, the move has already seen marketing budgets shift to the Meta platform, which has a server-based first-party cookie solution.
Opportunity: Ensuring all our clients are set up correctly to minimise impact – maximise the value of their zero and 1st party data. Our Google GMP products do not rely on Third-party cookies.