Top 8 Reason Why Third-Party Cookies Are
Going Away
Third-party cookies are going away primarily due to concerns over user privacy and the need for increased data protection. Here are some of the key reasons behind the decline of third-party cookies:
1. Privacy concerns: Third-party cookies have been criticized for their aggressive surveillance and behavioral tracking of online users. They enable online advertisers, online marketers, and analytics companies to hyper track users' browsing activities across different websites without their explicit consent. This behavioral tracking can result in the collection of very sensitive personal and private information and the creation of detailed online user profiles and search results, raising concerns about privacy and data security around the world.
2. User-centered approach: There has been a shift towards a more user-centered approach to online user privacy. Online users are becoming more aware of how their data is being tracked, collected and shared, and there is a growing demand for greater control over online personal data and user information. Eliminating third-party cookies and personal user tracking identifiers is seen as a way to give online users more control of their online privacy and personal information online.
3. Regulatory environment: The regulatory environment around data privacy has become more restrictive in recent years. Regulations like the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the US has put more emphasis on user consent and transparency regarding consumer data collection practices. The loss of third-party cookies aligns with these regulatory efforts to safeguard online user privacy.
4. Browser initiatives: Major web browsers like, Mozilla, Firefox, and Apple Safari, have taken big steps to limit or block third-party cookies all together, Google Chrome on the other hand is now finally catching up. These browsers have implemented stricter cookie tracking policies and privacy controls to enhance user privacy, but will have a profound impact on tracking accuracy for online business, and publishers.
5. Google, for example, announced its plan to start phasing out support for third-party cookies starting January 1st 2024 in the Chrome browser and is exploring alternative technologies like topics API's for targeted advertising by topics.
6. Ad blocking and tracking prevention: Users have increasingly turned to ad blockers and anti-tracking tools to protect their online privacy and personal information to improve online user browsing experience. These tools can block or limit third-party cookies, making them less effective for online advertisers and digital marketers.
7. Advancing technology: As technology advances, new methods and technologies are emerging that can provide more privacy-friendly alternatives to third-party cookies. For instance, technologies like federated learning, differential privacy, and on-device machine learning are being explored as potential solutions for targeted advertising while preserving user privacy.
8. The decline of third-party cookies reflects a broader industry-wide recognition of the importance of privacy and data protection. Advertisers, marketers, and technology companies are now seeking alternative approaches to deliver personalized experiences and targeted advertising that respect user privacy and comply with regulations.