The Speed Express keeps you informed on politics, business, sports, entertainment and much more.

  • assets/img
  • assets/img
  • assets/img
  • assets/img
  • assets/img
  • assets/img

Get In Touch

The Future of Online Advertising: Google Takes a Step Towards Phasing Out Cookies

technologies News

In a significant move that will reshape the landscape of online advertising, Google, a subsidiary of Alphabet Inc., has announced its plan to gradually phase out third-party cookies for a select group of Chrome users in the first quarter of 2024. This initiative marks a crucial step toward revolutionizing how advertisements are targeted on websites and represents a paradigm shift in the way marketers engage with their audiences.

As part of their broader commitment, Google has reaffirmed their intention to eliminate third-party cookies in Chrome more extensively by the second half of 2024. Traditionally, cookies have been a fundamental tool for tracking user activity on the internet, enabling marketers to tailor ads based on an individual's browsing interests.

Anthony Chavez, a

Google vice president, emphasized the need for the ecosystem to prepare in advance for a web without third-party cookies. He stated that by phasing out cookies for a small subset of users, Google aims to assist developers in conducting real-world experiments to evaluate the readiness and effectiveness of their products. This proactive approach demonstrates Google's commitment to ensuring a smooth transition to alternative advertising solutions.

Furthermore, Google's decision to collaborate with the UK's Competition and Markets Authority (CMA) highlights its dedication to regulatory compliance and fostering a fair advertising environment. Chavez confirmed that the company will carefully consider the CMA's feedback and recommendations as they progress toward the complete deprecation of third-party cookies for Chrome users beyond the initial 1%

“ Stay ahead of the news with The Speed Express. We delivers the latest, most accurate and relevant information on politics, business, sports, entertainment and more. Get informed, always. ”

implications of this phased transition are substantial for marketers and advertisers worldwide. With the gradual removal of third-party cookies, businesses will need to adapt their strategies to alternative methods of audience targeting. While this change presents challenges, it also offers an opportunity for innovation and creativity in delivering personalized ads that respect user privacy.

The evolution of online advertising has been a focal point in recent years, with privacy concerns taking center stage. Google's decision aligns with the growing demand for enhanced user privacy and data protection. By reimagining the way ads are targeted, Google aims to strike a balance between delivering effective advertising and safeguarding user information.

This landmark shift will undoubtedly shape the future of the digital advertising landscape.

and developers are encouraged to explore alternative solutions, such as privacy-centric technologies, contextual advertising, and first-party data strategies. These innovations will enable them to continue delivering personalized experiences to users while respecting their privacy preferences.

In conclusion, Google's announcement to phase out third-party cookies for 1% of Chrome users in early 2024 heralds a new era in online advertising. The collaboration with regulatory authorities and the emphasis on developer experimentation demonstrate Google's commitment to a smooth transition. While challenges lie ahead, the industry has an opportunity to explore innovative advertising methods that prioritize user privacy and deliver effective, personalized experiences. As we move closer to a web without third-party cookies, marketers must embrace change and adapt to the evolving advertising landscape.


P. Saharan is a Writer at The Speed Express and has been covering the latest news. He covers a wide variety of news from early and late stage.

P. Saharan