Google is planning to end support for third-party cookies in Chrome in the second half of 2024

Google plans to end support for third-party cookies in Chrome in the **second half of 2024**.<br><br>In response to ad industry leaders, who have expressed concerns that the company won't be ready to completely eliminate third-party cookies by next year, Google may have provided a longer-than-anticipated period to prepare for the transition.<br><br>Google first announced plans to get rid of third-party cookies in Chrome back in 2019. The ad industry widely uses cookies to track user behavior in order to serve targeted ads. Google has already delayed its plans to phase out third-party cookies several times.<br><br>The company is proposing new advertising technologies that are more “private by design.” In a blog post announcing the phase-out of third-party cookies, Google said that it has “rearchitected” Chrome and other products to be “privacy-preserving by default.”<br><br>The phase-out of third-party cookies was initially set to occur in 2022. However, Google pushed back its plans until 2023, citing the need for more time to test and refine its replacement technologies.<br><br>The cookie phase-out is part of Google’s strategy to build what the company describes as a “more private web.”<br><br>It’s estimated that third-party cookies are utilized for more than 40% of ad transactions.<br><br>Google is instead planning to use the Topics feature as a replacement for third-party cookies. It’s supposed to be less invasive of user privacy because it doesn’t require personalized data to function.<br><br>The Topics feature lets advertisers know what topics someone is looking at without needing to know their full browser history. It is used to categorize a user’s interest and then reflects it in a group of topics.<br><br>Third-party cookies are used by advertisers to track people as they browse across multiple websites. The cookies allow ad companies to see which websites a person visits, the types of ads they click, the time spent on a particular website, and other information.<br><br>Google has stated that it has no intention of cutting ties with third-party cookies in the near future. They appear to be committed to a plan to restructure Chrome and other products to be more “privacy-preserving by default.” This includes “rearchitecting” Chrome and other products to be more “privacy-preserving by default.”