ANNOUNCEMENT: Google begins phasing out third-party cookies in Chrome

Starting January 4, Google officially began the process of phasing out third-party cookies from Chrome. To kick off this transition, Chrome is now testing Tracking Protection, a new feature that limits cross-site tracking. Google announced that “Chrome is restricting third-party cookies by default for 1% of Chrome users to facilitate testing, and then ramping up to 100% of users from Q3 2024.”

This decision marks a significant shift in the digital advertising landscape, as third-party cookies have long been a staple for advertisers seeking to track user behavior and deliver targeted ads and have been a fundamental part of the web for nearly three decades. Safari and Firefox have both already blocked third-party cookies by default for years, but many advertisers still aren’t ready.

At DSPolitical, the transition is seamless. Our forward-thinking approach and cutting-edge technology have allowed us to develop alternative solutions that go beyond the limitations of third-party cookies, ensuring our clients continue to enjoy precise targeting and optimal campaign performance. We’ve been prepared for the death of the third-party cookie for years- DSPolitical’s original tagline used to be “the home of the political cookie,” but we changed our tagline in 2016(!) because we anticipated this was coming and have been preparing for it for the last eight years. We built our platform on diverse targeting technologies, like our sophisticated meta-onboarding technology, that do not rely on third-party cookies. To stay ahead of the curve, we have forged strong partnerships that have either built or seamlessly integrated privacy-compliant identifiers designed to tackle challenges such as the end of third-party cookies.

Once again, our commitment to staying ahead of industry changes and embracing innovative solutions sets us apart. As the digital landscape evolves, we remain at the forefront, providing our clients with a secure and reliable platform for precise audience targeting that adapts to the shifting tides of the advertising world.

Nervous about your digital ad targeting in a post-third-party cookie world? Contact us for more information on our reliable and powerful targeting.