Google Cookie Deprecation: What You Need to Know

Sites will no longer have access to third-party cookies for 1% of Chrome users as of today, Jan. 4, 2024.

Today, Jan. 4, 2024, Google released a new browser feature called Tracking Protection, which, when activated, will cut off a site’s access to third-party cookies. Tracking Protection will be activated for 1% of a randomly selected group of Chrome users globally, marking the year’s first notable step toward third-party cookie deprecation. Those who are part of the test will see the option to “Browse with more privacy” when they open Chrome. The rollout beyond the 1% will happen gradually in the second half of the year. If a site in the test can’t function, Chrome will surface the option to disable Tracking Protection and revert to using third-party cookies.

Change in urgency:

The removal of cookies from the equation amplifies the importance of identity. The traditional methods of audience activation and targeting that are dependent on cookies, now need an overhaul.

Identity is about connecting the dots. Without cookies, a robust identity solution that links multiple IDs becomes invaluable. A well-constructed ID graph facilitates the integration of various IDs and data points, offering a more comprehensive view of a user's identity. This ensures targeted reach and enhanced scalability, without cookies.

To sustain and extend reach, it's imperative that companies work collaboratively with a multitude of IDs. In a cookieless world, the breadth of your ID repertoire will define your marketing success.

Accelerating a cookieless future.

Throtle’s innovation and expertise in an increasingly cookieless world give you new opportunities. By using accurate and precise data, we can reduce (if not eliminate) the need for third-party cookie providers. Our identity solutions for healthcare deliver privacy, quality and efficiency.

At Throtle, we are acutely aware of the importance of guiding our clients through the cookieless transition. We have a comprehensive cookieless solution which is designed to support our clients and facilitate a seamless shift from legacy methods to the new ecosystem, which is increasingly powered by Google’s Privacy Sandbox.

Reach out to us today, and together, let's chart the way forward in this new paradigm of digital marketing. Your future in a healthcare cookieless world starts with Throtle.

Have more questions? Check out Throtle’s FAQ page that answers a handful of questions regarding cookie, identity, and more.