Privacy Sandbox Stopped! The Future of Chrome Third-Party Cookies

Google plans to block third-party cookies in Chrome and replace them with cohort data. However, this faced difficulties. Even though the plans were abandoned, the fear of a comprehensive tracking blockade remains. In this blog post, you'll learn more about the latest developments in tracking and how our solution can help.

Chrome relies on third-party cookies – What you need to know now

In 2019, Google announced that with the introduction of the Google Privacy Sandbox, it would block all third-party cookies in its Chrome browser. These measures have already been implemented by the browsers Safari and Firefox. However, Google's approach encountered significant challenges, particularly regarding the use of cohort data provided by Google based on browsing history.

Instead of traditional third-party cookies, the Privacy Sandbox is intended to provide information about user groups, known as cohorts or interest groups. These groups are based on browsing history and offer advertisers a new way to reach target audiences. The problem is that marketers rely on the data provided by Google, which could allow Google to gain a monopoly position.

Additionally, the results of the Privacy Sandbox trial from the first quarter of 2024 did not yield the desired outcomes. These insufficient results ultimately led to Google abandoning its plans to block third-party cookies. This was confirmed in an official blog post by Anthony Chavez.

Yet, the concern over a comprehensive blockade may not necessarily be over.

With Google’s new proposal, users can make informed decisions about which data to permit for tracking. This might lead many users to opt for a full or heavily restricted tracking blockade.

Therefore, it remains essential to keep your advertising tracking methods up to date to counteract the effects of potential tracking blockades. A proven technology in this area is server-side tracking. Our case studies and the experiences of numerous clients show that server-side tracking can increase the captured data volume by at least 12%.

Do you have any further questions or comments? Feel free to contact us or use the comment function below.