Google Tracking Protection, what does it entail?

What is the Google Tracking Protection feature?

Google disables cookies for 1% of its Google Chrome users with new Tracking Protection feature. Websites will no longer have access to their third-party cookies for 1% of their Chrome users starting Jan. 4.

One of the most talked about topics for 2024 is how Google plans to further change the digital world with their Privacy Sandbox. With this Privacy Sandbox, Google is going to end support for third-party cookies and reduce cross-site tracking capabilities in order to best ensure the privacy of their users.

‍

On Jan. 4, Google is releasing a new browser feature called Tracking Protection, which is going to block all sites' access to their visitors' third-party cookies. This Tracking Protection feature is the first test for the Privacy Sandbox, and it is going to be activated for a randomly selected group of Google Chrome users worldwide. This is Google's first step to end the use of third-party cookies.

The 1% impact of Google Chrome browsers is going to have little to no impact on tracking or targeting in the short term. Only when Google follows through with their Privacy Sandbox are the websites, web shops and marketers that rely on third-party cookies going to be in trouble. But first, this Tracking Protection test will see how effective this new solution is and how it works and is accepted in practice.

‍

In an effort to block third-party cookies, Google is also cutting its own fingers, after all, Google ads also use these cookies. Hence, they are also introducing another feature called Ad Topics. Ad Topics ensures that the most recent Google searches are used to draw a profile of a person. Based on that, relevant ads are enabled.

Online advertisers are under pressure to adapt to a digital world without third-party cookies, otherwise they risk being unable to reach potential customers.

‍

Is your tracking setup already prepared for this?

Are you already prepared for the upcoming changes Google's Privacy Sandbox? Haven't you switched to first party cookies yet? Don't wait and make the switch before Google implements the Privacy Sanbox. Act now and schedule an introductory meeting so we can see if we can get your measurements towards 100% accuracy.