Google's Chrome Begins Purging Third-Party Cookies

"If you have been affected, you will will receive a notification when you open Chrome on either desktop or Android devices," reports Search Engine Land. But they add that "discussions among digital marketers on X indicate that advertisers are still not ready..." An anonymous reader writes: Google started its campaign to phase out of third-party cookies as announced earlier. At the beginning cookies are turned off for 1% of users, and those lucky ones unlock a "tracking protection" in Chrome settings. In agreement with the UK Competitions and Markets Authority, third-party cookies will be completely removed at the end of this year, a move under tight anti-competition scrutiny also in Brussels. Meanwhile, a technology researcher released their privacy audit of Google's third-party cookie replacement, Privacy Sandbox's Protected Audience API, validating its standing against EU data protection, which may even close the ever-present cookie consent popups disliked universally in Europe.

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