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Google third-party cookie deprecation

Google began deprecating third-party cookies during Q1 of 2024. To address this, our solution changed the security policy of Expert cookies. In doing so, cookies will not be treated as third-party cookies, and will instead be unaffected by Google's phaseout.

Potential affected areas

  • Touchpoints
  • Browser tokens
  • Third-party integrations that do not use a browser token (such as Pendo) 

Allow third-party cookies in browsers

Google will deprecate 1% of third-party cookies for Chrome starting Jan 1, 2024. A workaround while this process is completed is to allow third-party cookies from browser settings.  

Google is phasing out third-party cookies in Chrome to create a Privacy SandboxThe sandbox will have open standards for tracking users while protecting their privacy. Google's Privacy Sandbox will replace third-party cookies with a more privacy-conscious approach. This will allow users to manage their interests and group them into cohorts based on similar browsing patterns. 

Phasing out third-party cookies is part of a larger strategy to eliminate cross-site tracking of users as they browse the web. Google wants to introduce new standards that support key needs like fraud prevention and delivering relevant ads. 

The deprecation of third-party cookies means the entire digital marketing ecosystem must find alternative solutions that allow advertisers to manage both cross-site engagement and attribution.



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