Why Has Google Stopped Third-Party Cookies?

Google's decision to eliminate third-party cookies from Chrome is driven by growing ethical and legal concerns about online privacy and data protection. This move represents a significant effort to create a more privacy-oriented internet, emphasising the importance of transparency and user consent in digital advertising. 

Although this change has been planned for some time, the introduction and enforcement of laws such as the Digital Markets Act (DMA)  which specifically identifies Alphabet (Google's parent company) as one of the "gatekeepers" of digital platforms and markets have likely accelerated these changes.

On 4th January 2024, Google began testing these changes by stopping the use of third-party cookies in Chrome for 1% of users, signalling a move towards eliminating this tracking technology, which has been fundamental in digital advertising for over two decades. Third-party cookies have traditionally enabled tracking of users' online activities, allowing for targeted advertising and content personalisation. 

The transition aligns with the introduction of Google Analytics 4 (GA4), which fully replaced Universal Analytics (UA) on 1st July 2024. GA4 offers advanced, AI-driven insights into consumer behaviour across websites and apps, addressing the need for sophisticated data analysis without relying on third-party cookies.