In 2024 Google Will Make Marketers Lose Their Cookies

Explore the profound impact of Google's 2024 cookieless initiative on digital marketing and website analytics. Understand the challenges and opportunities this major shift presents, following Google's 2023 updates to Analytics 4 and search algorithms.

(Updated on December 20, 2023)- 2 min read

Google’s decision to go cookieless in 2024 marks a significant shift in the digital landscape, especially for those websites and advertisers not adequately prepared for the change. This move follows Google’s disruptive actions in 2023, including the shift to Google Analytics 4 and various algorithm updates that already had a substantial impact on digital marketing strategies.

Starting in early 2024, Google plans to disable third-party cookies for 1% of Chrome users as part of its Privacy Sandbox initiative. This is a precursor to a complete deprecation of third-party cookies in the second half of the year. The Privacy Sandbox aims to replace third-party cookies with a more privacy-conscious approach, grouping users into cohorts based on similar browsing patterns. This change is expected to have a major impact on the online advertising industry, which has long relied on third-party cookies for targeted advertising and tracking user behavior across sites.

The removal of third-party cookies in Chrome, which is scheduled to expand to 100% of users by Q3 2024, will necessitate significant changes in digital advertising practices. Websites and advertisers will need to audit their current use of cookies and prepare for the impact of this change. This shift could benefit platforms like Google, Facebook, and Amazon, which have large troves of logged-in user data, while posing challenges for others that rely on third-party cookie tracking.

Publishers may face decreased revenue from programmatic website advertising due to the removal of third-party cookies. However, they can explore privacy-focused user ID solutions as replacements. The overall effect on privacy and advertising on the web remains to be seen, but the change is likely to drive innovation in how digital advertising functions without third-party cookies.

For websites and marketers, it’s crucial to start preparing now. They should audit their cookie usage and begin exploring new methods for serving relevant ads and tracking user engagement in a post-cookie world. The initial 1% deprecation phase in early 2024 provides a critical period for testing and adapting to these changes before they impact all Chrome users later in the year.

In summary, Google’s move to a cookieless world by 2024 represents a major shift for digital advertisers and website owners, emphasizing the need for new strategies and technologies that align with evolving privacy standards and user expectations.

About Alfred Goldberg

Co-founder and President of American Operations at Absolute Marketing Solutions. Alfred Goldberg has over 15 years of experience as a small business owner and is one of two individuals in Florida to hold the distinction of being a Mobile Marketing Association Certified Mobile Marketer.