Google to Eliminate Third-party Cookies for 1% of Chrome Users

January 8, 2024 | Categorised in: Blog

Have you heard the news? Google is taking a big step towards protecting user privacy by eliminating third-party cookies for 1% of users in Chrome by Q1 2024. Here is a look at what this means for advertisers, users and the marketing industry as a whole.

Why is Google Eliminating Cookies in Chrome?

If you haven’t already heard, Google plans to eliminate third-party cookies in Chrome by the end of the first quarter of 2024. This change has been in the works for a while, and many people want to know why Google is making this move. Well, the primary reason is to protect user privacy. After all, third-party cookies are often used to track user behaviour across the internet. This tracking can be invasive and potentially harmful. By eliminating these cookies, Google hopes to give users more control over their privacy and data – or at least 1% of them for now.

What Does This Mean for Advertisers?

For advertisers, eliminating cookies in Chrome could significantly impact how they target and track users. Many advertising platforms rely heavily on cookies to serve targeted ads to users, so this change could disrupt the industry. However, Google has stated that they will be providing alternative solutions for advertisers to use, such as their Privacy Sandbox initiative. This will allow advertisers to continue serving relevant, targeted ads without relying on third-party cookies.

How Will This Affect User Experience?

For users, the elimination of cookies in Chrome could lead to a more streamlined and less cluttered browsing experience. Users may see fewer ads irrelevant to their interests without third-party cookies tracking their behaviour. However, there is also a potential downside. Some websites rely on cookies to remember user preferences and login information. Without these cookies, users may have to manually enter this information every time they visit a website.

While Google’s move to eliminate cookies in Chrome is a positive step towards greater privacy, there are also steps that you can take to protect your data. This includes using a VPN, regularly clearing your browsing history and cookies, and being mindful of the websites and apps you use. By taking control of your data and privacy, you can help to create a safer and more secure online environment for yourself and others.

Google’s plan to eliminate cookies in Chrome is a significant development in the ongoing evolution of internet privacy and online advertising. While the move may present challenges for advertisers and publishers, it is ultimately a step towards a more privacy-focused internet that puts user control and data protection at the forefront. By working together to find alternative solutions and adapting to new technologies, the industry can continue to evolve and deliver targeted, engaging content without sacrificing user privacy.

Client Testimonials

Telstra Media Group

AMIRE has been providing Telstra Media with SEO Services since the beginning of October 2013 and whilst still relatively new they have provided exceptional service and insight for the business thus far.

Telstra Media replaced our previous SEO agency (whom we had worked with for over 6 years) with AMIRE, which I believe is a clear indication of their SEO expertise and experience. Telstra Media is looking forward to a strong relationship with AMIRE and have no hesitation in recommending them to any company considering their services.

Grant Hilton | Search Producer
Digital Media and Content Services
Telstra Media Group

AAMI

I have known Sean and Amye from the days when ‘search’ was in its infancy in Australia. At the time my team and I were intent on establishing the online business for AAMI. We recognised early on how important search would be to help position AAMI on customer shopping lists for their insurance needs and as a cost effective marketing tool. Seam and Amye continue to impress me with the depth and breadth of knowledge they have with the search industry. Their technical knowledge is extensive and that helps remove the guesswork and makes decisions easier and more precise.

They listened and understood the AAMI business and what the key business drivers were. This helped us design and develop websites that balanced optimal search requirements with user experience and customer centric design.

It was principally through Sean and Amye’s knowledge and results driven attitude that positioned AAMI in a prominent position for all of AAMI’s key terms, a position it has held for many years.

David Jones
Former E-Business Manager
AAMI

Suncorp Group

Amye consulted on Suncorp Commercial Insurance for a number of years in optimising our business for search. In that period, Suncorp’s dominance in search helped the business receive an unprecedented number of lead opportunities, driving further investment and support of the online channel.

Amye’s professionalism and attention to detail served us well. Amye was always free and willing to assist with any queries we had about the complexities of SEO as well as providing us with up-to-the-minute news on trends and changes in search. We were always well prepared to stay ahead of the game.

Darren Abood
Senior Leader – Websites
Digital Distribution | Commercial Insurance
Suncorp Group

General Pants

As our consulting SEO Director, Amye showed an unwavering dedication to delivering the best search results within a sometimes challenging technical infrastructure. Her depth of knowledge and awareness of industry advances were exemplary, and always considered within the context of our search brief.

Amye’s friendly and relaxed professional approach ensures team members of every level have a good understanding of search objectives; this ultimately creates both a commercially successful and enjoyable partnership.

Michael Laxton
Head of Online & CRM
General Pants

Virgin Money

During my spell at Virgin Money Australia, Sean was the SEO expert from 24/7 Real Media, and proved to be deeply knowledgeable and of great service. I would recommend Sean as an SEO specialist for being extremely approachable, cheerful, professional and provided invaluable advice on improving the company site in natural search, combined with other paid search activity.

Peter Davis
Web Experience Manager
Virgin Money

Bigpond

The principals of Amire, Sean and Amye are well known within the search optimisation industry. I have worked directly with them for several years and they have always followed ethical practices in delivering great results. The quality of their work and trust worthiness is first rate. I always felt like my business was important and the best people were working on my account.

Dale Cohen
General Manager
BigPond Network | Telstra Digital Media & IPTV – Pay TV

More testimonials

Google to Eliminate Third-party Cookies for 1% of Chrome Users in Q1 2024