Third-party cookie deprecation in Chrome: In-depth overview

Blog

Oliver Fich

04/03/2024

Google has once again delayed its deprecation of third-party cookies in Chrome, but the end is still in sight. This in-depth overview explores the history of third-party cookies, Google’s shifting timeline, what these delays mean for marketers and businesses, and how to prepare for a future without third-party cookies.

Editor’s note: As of July 22, 2024, Google announced a significant shift in its approach to third-party cookies. Instead of deprecating them entirely, Google plans to introduce a new Chrome experience that allows users to make informed, customizable choices across their web browsing. Users will retain the ability to adjust these choices at any time.

Google is currently in discussions with regulators and collaborating with the industry to refine and implement this new path. In the meantime, the company continues to emphasize the importance of developers adopting privacy-preserving alternatives.

It’s been a long time coming.

Google first announced its plan to phase out third-party cookies in Chrome back in 2020. However, the timeline faced multiple delays. Then, in May 2023, Google stated they had reached the point of no return, planning to begin the process in January 2024.

The initial step involved disabling support for third-party cookies for 1% of Chrome users worldwide (approximately 30 million people). By the end of 2024, the phase-out would impact 100% of users. As planned, the deprecation process began.

But in April 2024, the United Kingdom’s Competition and Markets Authority (CMA) stepped in and requested Google to pause the rollout. Replacing a standard technology like third-party cookies in a browser with a 64% global market share inevitably affects millions of people.

So, what does this mean for you as a digital marketer? Have you gained more time, or are you still playing catch-up?

But before we get into that: a quick history lesson.

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The invention of the cookie

In the early 1990s, when the World Wide Web was new and some dismissed it as a potential “fad,” a popular web browser called Netscape emerged.

Back then, surfing the web was a primitive experience. Browsers couldn’t remember actions like items in a shopping cart, leading to what one might call an “unmemorable” browsing experience (pun intended).

To solve this, a young Netscape engineer named Lou Montulli invented the cookie—what we now know as the “session cookie.” This innovation addressed the browser’s inability to retain memory during a session.

Netscape shared its invention with other browsers, reflecting the company’s commitment to the success of the World Wide Web. Netscape’s engineers prioritized privacy and avoided creating a solution with “too good” of a memory, fearing the surveillance-like implications of tracking users across websites. They viewed the session cookie as the least harmful option.

But then, the cookie was “hacked”.

The rise of third-party cookies

Two years after Netscape introduced the cookie, a more invasive version emerged—the third-party cookie.

This cookie enabled advertisers to track users’ activities across multiple websites. Advertisers and their stakeholders embraced this innovation because it allowed them to reach potential clients and customers in a more targeted way.

The new technology made it possible to show ads tailored to specific individuals based on their browsing history—a practice now known as remarketing.

Lou Montulli, the creator of the original cookie, was caught off guard by this development. He and Netscape faced three choices:

Do nothing.
Block third-party cookies in Netscape.
Implement a compromise where users could control which cookies were allowed on their devices.

They chose option three.

Although they feared the potential consequences of third-party cookies, they also wanted the web to thrive. Netscape recognized that for the web to succeed, it needed a financially sustainable business model. At the time, micropayments weren’t a viable solution.

Third-party cookies and calls for privacy protection

The debate about third-party cookies has been ongoing since the early days of the HTTP protocol.

Lou Montulli, the inventor of the cookie, emphasized that no absolute technical solution can safeguard website visitors’ privacy forever. For every restriction or ad blocker, he warned, there would always be a workaround.

Montulli believed regulations were essential and urged lawmakers to keep pace with technological advancements to protect user privacy.

With the introduction of the ePrivacy Directive in 2002, the GDPR in 2018, and subsequent privacy regulations worldwide and at the state level in the US, we have, in some ways, come full circle. These laws classify cookies containing identifiers as personal data and mandate user consent before tracking or data collection occurs.

Today, consumers and legislators are calling for a sustainable business model for the web—one that respects users’ privacy rights and delivers safer, more transparent, and trustworthy online experiences.

Third-party cookies are legal (but controversial)

It’s important to note that there is no legal requirement to deprecate the third-party cookie. The third-party cookie itself is not “illegal,” but using it to collect personal data about users without their consent is.

The widespread use of cookies has led to personal data being shared in an uncontrolled manner—data that cybercriminals can and do exploit to impersonate users, gather financial information, steal passwords, and more.

At the same time, there is a growing movement among advertisers demanding more transparency and accountability in how their ad dollars are spent. This is understandable, considering ad fraud is now one of the biggest threats facing the advertising industry.

We’ve reached a point where the largest ad-tech stakeholder, Google, has chosen to promote a supposedly more privacy-friendly browsing experience by deprecating the third-party cookie. However, Chrome is not phasing out third-party cookies in the same way as browsers like Safari and Firefox.

Before we clarify what this means, let’s first discuss why first-party cookies are here to stay and why consent collection remains essential in a post-third-party cookie world.

The difference between first- and third-party cookies

First-party cookies are placed on a visitor’s browser through JavaScript code that you, as a website owner, insert into your site. What makes them first-party—and not third-party—is that they are set by the domain of the website being visited. In contrast, third-party cookies are set by domains other than the one being visited.

First-party cookies

First-party cookies are often associated with short-lived session cookies and essential website functionality. However, they can also be used for tracking and analytics purposes. It is a common misconception that first-party cookies are only for essential purposes.

Third-party cookies

Third-party cookies enable cross-site tracking, allowing third-party services to monitor user activity across multiple websites for targeted advertising and analytics. This cross-site tracking capability is the critical distinction between third-party cookies and their first-party counterparts.

Third-party cookies can also enter your site indirectly through embedded external services, such as:

Embedded YouTube videos
Social media widgets
Google Maps
Ad widgets from ad networks

These elements may place cookies on visitors’ browsers for their own purposes, like cross-site tracking for targeted advertising, often without your full awareness.

Similarities between first- and third-party cookies

Despite their differences, first- and third-party cookies share certain functionalities:

Website functionality: Both types can remember user preferences or maintain session information.
Session cookies: Both can be temporary and deleted when the user closes their browser.

For example, enabling services like Google Analytics, Hotjar, or Facebook on your site places scripts that set cookies on visitors’ browsers. The number and purpose of these cookies depend on the service provider.

Regardless of whether these cookies are first- or third-party, you must obtain consent from users before allowing the scripts to place cookies—unless the cookies are strictly essential for core website functionality.

What have other browsers done about third-party cookies?

Chrome’s plan to phase out third-party cookies has become synonymous with the end of the third-party cookie. This is largely because Chrome holds over 60% of the global market share. However, Chrome is not where cookie deprecation began.

In 2017, both Apple and Mozilla announced that their Safari and Firefox browsers would eliminate third-party cookies. Today, Apple blocks both first- and third-party cookies in Safari by default. Mozilla blocks third-party cookies by default in Firefox and allows users to customize their level of protection, including enabling strict blocking or adjusting settings to their preferences.

It’s also important to consider the impact on app ecosystems. For example, in 2022, Apple introduced the App Tracking Transparency (ATT) Framework in iOS 14.5. This privacy feature requires third-party apps to obtain opt-in consent before tracking user activity across other apps and websites. The ATT Framework significantly impacted companies like Meta and Snap, leading to substantial monetary losses.

Safari's Intelligent Tracking Prevention

Apple’s Safari browser introduced Intelligent Tracking Prevention (ITP) in June 2017 as part of its WebKit browser engine. ITP was designed to limit cross-site tracking by restricting the use of cookies and, more recently, limiting all browser storage.

ITP’s impact has been far-reaching, particularly because Apple requires all web browsers on iOS to use WebKit as their underlying browser engine. This mandate means ITP’s tracking limitations affect not only Safari but also other iOS browsers, including Chrome, Firefox, Microsoft Edge, and Opera*.

ITP has three major implications:

Third-party cookies are entirely blocked.
First-party cookie restrictions: If a user does not interact with a website for seven days, Safari erases first-party cookies set client-side (via the browser) and other browser storage items—regardless of user consent.
Server-side cookie exceptions: First-party cookies set server-side are exempt from the seven-day rule unless they involve CNAME cloaking, a technique used to disguise third-party cookies as first-party cookies to evade tracking protections like ITP.

*Since the spring of 2024, Apple can no longer require iOS users to use Safari or browsers built on WebKit, opening the market to browsers with different engines.

How does Safari's ITP affect digital marketers?

Like Chrome’s third-party cookie deprecation, Safari’s ITP creates significant challenges for digital marketers in three key areas:

Tracking and retargeting limitations: Cross-site tracking is severely restricted, making retargeting and personalized content strategies much harder to implement.
Misrepresentation of returning visitors: Since first-party cookies and site data are erased after seven days without user interaction, returning visitor counts may appear artificially low, leading to an underestimation of user engagement.
Attribution difficulties: Accurately attributing conversions or engagement to specific marketing efforts becomes increasingly difficult.

In short, ITP makes it harder for digital marketers to trust the metrics they rely on to analyze performance.

Firefox’s Enhanced Tracking Protection

Firefox’s version of Intelligent Tracking Prevention (ITP) is called Enhanced Tracking Protection (ETP), introduced in 2019. Firefox, developed by Mozilla—an open-source project that originated from Netscape—has a smaller market share than Safari but remains one of the more prominent browsers available.

So, what Does ETP Do? Similar to Safari’s ITP, ETP has three key features:

Blocks known third-party tracking cookies: ETP uses a regularly updated list of trackers to restrict third-party cookies right out of the box.
Prevents fingerprinting and hidden tracking methods: ETP blocks fingerprinting techniques and hidden trackers, including crypto miners that exploit device resources without user consent.
Enforces Total Cookie Protection: This feature ensures first-party cookies cannot be misused for cross-site tracking.

How Does Firefox’s ETP Affect Digital Marketers?

Firefox’s ETP impacts digital marketers in two significant ways:

It makes retargeting more challenging: Like Safari’s ITP, ETP restricts cross-site tracking, making retargeting ads based on users’ browsing history much harder to execute.
It may impact the accuracy of your analytics: While first-party analytics generally perform better with Firefox than with Safari’s ITP, ETP’s blocking of third-party trackers may result in incomplete data, potentially missing some user behaviors and interactions.

Brave browser

Brave has prioritized privacy from the start, blocking third-party cookies by default. It also includes features like HTTPS Everywhere and offers users the ability to customize privacy settings with greater granularity.

Microsoft Edge

Microsoft Edge, built on Chromium (the same engine as Chrome), includes privacy features similar to Chrome’s. However, Edge has not yet blocked third-party cookies by default. Instead, it provides users with a “Strict” setting to block third-party cookies if desired.

Why Chrome took a different path

Google, however, has taken a different approach. As a major ad-tech stakeholder, Google is invested in maintaining a viable revenue stream from targeted advertising.

Instead of following Firefox and Safari’s lead, Google has pursued a cross-industry collaboration called the Privacy Sandbox (PS) to develop a new web standard that balances user privacy with non-invasive advertising.

The Privacy Sandbox

The Privacy Sandbox is an iterative initiative where various APIs are developed and tested. In mid-2023, the Privacy Sandbox announced a major milestone: the release of six new APIs in Chrome version 115. These APIs aim to replace third-party cookies:

Topics API
Protected Audience
Attribution Reporting
Private Aggregation
Shared Storage
Fenced Frames

These APIs are not necessarily permanent, and more may be developed in the future. You can track progress on the Privacy Sandbox website.

Regulatory challenges and CMA interventions

The United Kingdom’s Competition and Markets Authority (CMA) paused Google’s implementation of the Privacy Sandbox due to privacy and antitrust concerns.

This decision was not unexpected, as Google has worked closely with the CMA throughout the process. The CMA’s involvement has also caused delays in Chrome’s timeline for phasing out third-party cookies.

The CMA’s main concern is Google and Chrome’s market dominance. They aim to ensure that the changes do not give Google or the Chrome browser an unfair competitive advantage. Although the CMA only has jurisdiction in the UK, its enforcement decisions will have global implications. Google has agreed to operate under the CMA’s scrutiny, committing to transparency and fairness.

What has the CMA said?

In February 2024, the CMA stated that Google “must not design, develop, or use the Privacy Sandbox proposals in ways that reinforce the existing market position of its advertising products and services, including Google Ad Manager.” They also demanded clearer plans for the long-term governance of the Privacy Sandbox.

In response, Google stated: “We continue to move forward with our plans to phase out third-party cookies in H2 2024, subject to addressing any remaining competition concerns from the UK CMA. We are confident the industry can make the transition in 2024 based on all the tremendous progress we’ve seen from leading companies.”

However, in April 2024, the CMA halted Google’s progress, citing unresolved antitrust and privacy issues with the Privacy Sandbox APIs. As a result, Google postponed the deprecation of third-party cookies until 2025.

The lack of an industry standard for web browsers

Web browsers are increasingly offering privacy-focused experiences, but as we’ve seen, their approaches vary significantly. This means there is no industry standard for blocking or phasing out third-party cookies or for managing other tracking technologies.

Google has attempted to gain broad industry acceptance for its Privacy Sandbox Initiative solutions. To achieve this, Google sought approval from other browsers and the World Wide Web Consortium (W3C), but this has not materialized.

When Google announced its decision to proceed with phasing out third-party cookies and implementing the new APIs, it did so without industry-wide support. This move wasn’t unexpected but underscores the fragmented digital landscape marketers and advertisers now face.

This uneven playing field complicates advertising and analytics. Marketers must account for how different browser restrictions impact analytics and retargeting for specific segments of traffic, while also understanding Chrome’s more permissive approach.

So, how should digital marketers navigate this evolving, cookie-free landscape?

The future of cookies in Chrome

In the following section, we’ll explore the Privacy Sandbox APIs aim to achieve and address the CMA’s specific concerns regarding each one. If you’re interested, the CMA’s full 99-page report is available here.

Fenced Frames API

The Fenced Frames API provides a privacy-safe way to display ads, functioning like a secure iFrame. It prevents the ad display from tracking or collecting visitor data across the web.

The CMA has nearly two pages of concerns, including:

Google must mitigate cross-site tracking risks within Fenced Frames.
Google cannot enforce requirements until major ad formats are fully supported.

Protected Audience API

While the Topics API categorizes users into broad topic areas and is website-based, the Protected Audience API focuses on specific interest groups and operates at the browser level.

For example, if a user visits a website that wants to advertise its products, an “interest group owner” can request the user’s Chrome browser to add that user to an interest group.

Traditionally, ad platforms determined user interests by tracking behavior across websites. This API shifts that responsibility to the user’s browser, ensuring that interest data stays with the user rather than being shared with advertisers or ad-tech platforms.

The CMA has raised 12 pages of concerns regarding this API, including:

Improving Chrome’s user experience to make data handling by website owners and advertisers more transparent.
Addressing privacy and competition issues with Google Ad Manager to prevent it from unfairly limiting competition.
Ensuring publishers can access and understand auction details as thoroughly as Google Ad Manager.

Attribution Reporting API

This API helps advertisers measure the effectiveness of ads without revealing who viewed the ad or who converted.

The CMA has approximately eight pages of concerns, including:

Google must provide more details about its measures to prevent hidden tracking.
Google needs to establish oversight systems to ensure the API uses minimal data and responds effectively to misuse.
Google should work to standardize tracking systems for ad performance to reduce costs and complications for businesses.

Private Aggregation API

The Private Aggregation API, now fully available, aggregates data for reporting purposes. It combines data from the Topics API and Shared Storage API to provide insights without revealing individual user data.

Shared Storage API

The Shared Storage API allows advertisers to display relevant ads without accessing personal visitor information. It enables websites to retain some visitor activity data across sites in a privacy-preserving way.

Google claims that Shared Storage supports functionalities like rotating ads and testing website features while processing data securely to keep it hidden from advertisers.

The CMA’s concerns about this API, detailed in one page, include:

Google must clarify decision-making processes and improve transparency.
The user interface needs refinement.
Collaboration with customers is necessary to adjust settings and balance data protection with functionality.

Topics API

The Topics API allows browsers to show people ads based on their interests—without tracking them. These interests, or “topics,” might include categories like fitness, travel, or books. Currently, there are about 469 topics curated by humans.

For the Topics API to function, it must be activated on a website. For instance, if you’re a website owner who sells books, a frequent visitor to your site could be categorized under the “books and literature” topic.

The CMA has outlined seven pages of concerns about the Topics API. Here are three key points:

The user consent interface needs to be clearer so visitors understand how their data will be used.
Google must implement safeguards to monitor and prevent abuse of the Topics API.
Decisions about the taxonomy of topics must be transparent and include input from market participants.

What will replace third-party cookies?

With the third-party cookie “gone,” the ad-tech industry—particularly the independent segment outside walled gardens—has been searching for alternative solutions to replace it.

What should a replacement for the third-party cookie look like? Ideally, it would give consumers better control, work seamlessly across channels, be transparent, and clearly explain its value to users—something the third-party cookie struggled to achieve.

However, creating such a solution is incredibly challenging. As a result, there isn’t one universally accepted solution. Instead, we see several options emerging, including universal IDs and ID & device graphs.

Universal IDs

Universal IDs, like Unified ID 2.0 and ID5, are examples of solutions that help ad-tech companies identify users across devices and websites. Unlike third-party cookies, universal IDs are created using probabilistic data, deterministic data, or a combination of both.

What’s the difference between probabilistic and deterministic data?

Probabilistic data includes information like IP addresses, browser types, models, and user-agent strings.
Deterministic data involves directly identifiable details, such as email addresses or phone numbers.

If you’re thinking, “Isn’t probabilistic data like fingerprinting?”—you’re correct. Like fingerprinting, probabilistic data gathers information about a user’s device, such as IP address and browser details. However, the goal here is to collect this data with user consent, fostering transparency and trust while giving users control over their data.

ID & device graphs

If universal IDs are like passport numbers that identify users across platforms, ID and device graphs act more like a map, tracking the devices a user interacts with—such as phones, laptops, and tablets.

ID and device graphs can use universal IDs to improve their accuracy, but universal IDs can function independently without requiring detailed mappings from an ID graph.

It’s important to note that neither universal IDs nor ID & device graphs can be lawfully used without valid user consent.

How Chrome's third-party cookie deprecation impacts stakeholders

The deprecation of third-party cookies in Chrome is a dynamic process involving many moving parts. Its implications vary depending on the perspective of different stakeholders—consumers, marketers, publishers, and ad-tech vendors.

Consumers and the third-party cookie deprecation

For consumers browsing the web through Chrome, this shift brings specific prompts asking for preferences and consent. One feature, Tracking Prevention, launched in January 2024, notifies users via the URL bar that they are browsing with enhanced privacy. Users can either accept these settings or modify them.

Marketers and the third-party cookie deprecation

For digital marketers, the challenge isn’t just about the deprecation of third-party cookies—it’s about adapting to what replaces them. This involves understanding Google’s new privacy-focused APIs and how Google products fit into this evolving ecosystem.

To prepare:

Familiarize yourself with GA4 and Consent Mode v2 to maintain accurate web analytics and ad efficiency.
Build a durable first-party data strategy to align with privacy-friendly trends.
Explore alternatives like contextual advertising platforms.

Marketers must also note that Chrome isn’t the only browser phasing out third-party cookies. Rising consumer awareness about privacy and the link between digital trust and brand value are influencing these changes.

Publishers and the third-party cookie deprecation

The decline of third-party cookies marks a pivotal moment for publishers. Their strategic advantage lies in leveraging consented first-party data—a resource crucial not only for publishers but for any web enterprise aiming to build trust with its audience.

At the same time, publishers and advertisers are taking a closer look at the existing ad-tech landscape, which faces significant challenges, including:

Bot traffic and fraudulent activities.
“Made for advertising” sites that prioritize revenue over user experience.
Poor placement reporting and a lack of transparency.
A misguided emphasis on impression counts instead of genuine engagement and conversions.

This growing dissatisfaction underscores the demand for a more trustworthy and transparent web—driven by compliance awareness, browser restrictions, and the need to improve advertising ROI.

While publishers have adapted by diversifying revenue streams—through subscriptions, sponsored content, and enhanced first-party data strategies—they are also uniquely positioned to explore new opportunities. By forming partnerships with ad-tech platforms, publishers can offer advertisers transparent, high-quality solutions that align with brand safety concerns.

Ultimately, publishers stand to become central players in shaping a more privacy-respecting, trust-based digital advertising ecosystem.

Ad-tech vendors and the third-party cookie deprecation

Ad-tech vendors are perhaps the most directly affected stakeholders. The reason being that third-party cookies have long enabled:

Behavioral advertising.
Real-time bidding processes.
Audience targeting, frequency capping, and performance measurement.

Naturally, the ad-tech industry stands to lose from the demise of the third-party cookie, particularly vendors operating outside the walled gardens. Walled gardens—such as Google’s Play Store, Google’s ad-tech ecosystem, YouTube, Meta’s Facebook, Apple’s App Store, and other closed platforms or ecosystems—have access to vast amounts of first-party data that they can leverage in a third-party-cookie-less era.

To adapt, ad-tech vendors are seen to move in different directions, such as:

Developing first-party data tools to help businesses capitalize on their own data.
Leveraging Data Clean Rooms (DCRs) to analyze aggregated first-party data without violating privacy regulations.
Creating alternative identifiers such as Unified ID 2.0 and ID5, which aim to replace third-party cookies with more privacy-focused solutions.

Six strategies for thriving without third-party cookies

Whether you are a digital marketing professional or represent a company as a website publisher, the deprecation of third-party cookies presents an opportunity to reevaluate your approach and define a sustainable marketing model for yourself or your clients.

Keep in mind that there is no one-size-fits-all template for building a post-cookie strategy. However, a great starting point is to audit your website by conducting a data and tracking inventory and ensuring that you collect legal user consent.

1. Implement a Consent Management Platform

Understanding how much data you collect, where it comes from, and how much you actually use can help you map out unnecessary data clutter.

Start by installing a Consent Management Platform (CMP), such as Cookie Information, on your website. A good CMP can:

Scan your domains to identify data transfer risks.
Provide links to vendor privacy policies.
Generate a list of services placing trackers on your site.

Next, ask yourself:

Are there services you didn’t know were active?
Do you really need all of them?

With a CMP at the core of your strategy, you ensure a consent-based approach to digital marketing while staying compliant with GDPR, the ePrivacy Directive, and other global privacy laws.

2. Ensure you have legal grounds for collecting data

A CMP helps you manage user consent effectively, making it a critical part of any privacy-friendly marketing strategy. Additionally, make sure your CMP integrates with Google Consent Mode v2 if you rely on Google Ads or Analytics.

Consent Mode v2 enables APIs that communicate with tools like GA4, Google Ads, and other Google ad-tech products, making it essential for Chrome’s post-third-party cookie environment. Google has made Consent Mode v2 mandatory for optimal use of its ad products, further emphasizing its importance.

3. Understand your third- and first-party cookie use

When auditing your cookie use (as outlined in Step 1), analyze how third- and first-party cookies fit into your current advertising strategy:

How much of your budget and impressions rely on behavioral profiling?
Are you prepared to adapt to changes in Chrome’s Privacy Sandbox and evaluate the new retargeting systems?
Consider diversifying into contextual advertising, a growing market segment, and keep an eye on other platforms like Meta’s Facebook, which, while under scrutiny, remains influential.

4. Rethink your KPIs

With privacy-enhancing measures and ad blockers reducing tracking accuracy, the post-cookie era provides an opportunity to focus on quality metrics rather than vanity metrics:

Prioritize engagement and conversions: Metrics like session length, conversion rate, and specific action completions offer a clearer picture of performance.
Consider privacy-focused analytics tools: Platforms like Piwik PRO offer stronger data ownership and compliance features, along with a robust customer data platform for first-party strategies.

5. Build a first-party data strategy

Start by auditing your current first-party data by asking:

Is the quality high?
Are you leveraging it effectively?

Focus on growing your audience and deepening relationships through creative uses like emails, newsletters, promotions, surveys, loyalty programs, and digital events. Collect only the data you genuinely need and can justify under GDPR’s purpose limitation rules.

6. Consider a server-side setup

Server-side setups provide better control over data collection and are less susceptible to browser-based restrictions like third-party cookie blocking. However, this solution may not fit every budget.

The most common approach is a hybrid server-side solution, where measurement and tracking are handled via servers rather than client-side browsers. Platforms like GA4, Piwik PRO, and Meta offer APIs to facilitate this.

If you choose this route:

Adjust your CMP to block scripts set server-side based on user consent.
Use tools like Google Tag Manager with Consent Mode v2 or Piwik PRO’s Tag Manager to manage and transmit consent signals effectively.

Are you ready for a world without third-party cookies?

The future of data collection starts with user trust. Building that trust requires the right tools to collect valid consent and manage your data responsibly.

With a 14-day free trial of Cookie Information, you’ll see how easy it is to streamline your consent management and stay compliant with global privacy laws. Start today and future-proof your data strategy!