Third-Party Cookies in Chrome Will Soon Be Gone. Are You Ready to Act?

Google plans to eliminate third-party cookies in Chrome by late 2023, used by an estimated 3.04 billion people worldwide. Third-party cookies allow ad platforms to trace users' habits and interests, and serve relevant ad content. This change is due to concerns about data privacy, as well as efforts by companies like Apple to block third-party cookies and protect user data. Solutions being tested include Unified ID 2.0 and Authenticated Traffic Solutions, which rely on a pixel collecting data with consent and hashing it to make it anonymous.

The changes pose challenges for advertisers and marketers, such as in prospecting, retargeting, and measurement. Advertisers and marketers should capture first-party data, test identity mapping solutions, and move to channels such as audio and connected TV. These efforts will help them prepare for a future without third-party cookies.

Privacy regulations, third-party cookie removal, and other initiatives by Apple and Google are all part of a larger effort to protect data privacy. Marketers should stay informed on new developments to ensure they are ready to act once third-party cookies are officially gone.