Google plans to disable third-party cookies for 1% of Chrome users in Q1 2024 as part of its Privacy Sandbox initiative, which aims to replace these cookies with a more privacy-conscious approach. The move will help developers assess their readiness for the larger changes coming in late 2024 when Google plans to completely deprecate third-party cookies. With the launch of Chrome 115 release in July, Google is making Privacy Sandbox's relevance and measurement APIs generally available to all Chrome users, allowing developers to test these APIs with live traffic. However, other browser vendors are taking different approaches to preserving their users' privacy, and it remains unclear what implications this will have on the overall web advertising ecosystem.
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Google will disable third-party cookies for 1% of Chrome users in Q1 2024
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