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Google’s Big Change is Embracing Privacy

How your business website can prepare

Google is doing something important for your privacy.

They’re saying goodbye to something called “third-party cookies” on their websites. Let’s talk about why this matters, especially if you use the internet for ads or just browsing around.

Understanding Cookies

Google wants to improve how private your internet experience is. They’re getting rid of third-party cookies, which are like little trackers. These trackers follow what you do online and help websites show you ads that match your interests. Other browsers like Firefox and Safari have already stopped supporting these cookies, and now Google is doing the same.

How Ads, Browsing might change and what to expect

This big change from Google is like a ripple in the pond of online advertising. Here’s a closer look at how it might affect the ads you see and your overall browsing experience.

  1. Goodbye to Personalized Ads: With the removal of tracking cookies, websites won’t be able to serve up those personalized ads that seem to know exactly what you’ve been eyeing online. No more ads tailored to your specific interests and habits.
  2. More Generic Ads: Instead of ads tailored to you, you might start seeing more generic ads. These are ads that aren’t based on your personal preferences or the sites you’ve visited. It’s like going back to a time when everyone saw the same ads.
  3. Less Intrusive Tracking: On the bright side, without tracking cookies, there’s less intrusive tracking of your online activities. Your every move won’t be followed, offering a more private browsing experience.
  4. Challenges for Businesses: For businesses that rely on targeted ads, this change poses a challenge. They won’t have the same level of insight into your online behavior, making it a bit trickier for them to show you ads that match your interests.
  5. New Advertising Strategies: With the shift away from tracking cookies, businesses will need to get creative with their advertising strategies. Expect to see more emphasis on contextual advertising, where ads are based on the content of the page rather than your personal history.
  6. Privacy Boost: While it might be a bit of an adjustment, the overall aim is to enhance your online privacy. Without tracking cookies, there’s less data about your online habits floating around, contributing to a more private digital space.

Google’s Plan and When it’s Happening

But don’t worry! Google isn’t leaving businesses hanging. While these cookies won’t completely go away until 2023, Google is making a new feature called Tracking Protection in Chrome from January 2024. This feature aims to totally get rid of third-party cookies by the second half of 2024.

What Businesses Should Do

For businesses using digital ads, it’s time to adapt and Google has a plan laid out:

  1. Check how you use cookies: Conduct an audit of your website and applications to identify where you currently use cookies. Review the purpose of each cookie – whether it’s for analytics, personalization, or other functionalities. ex: Google Analytics
  2. Make sure things won’t break: Simulate the absence of tracking cookies to ensure your website or applications function correctly without them. Test different scenarios to identify potential issues that might arise due to the absence of cookies. ex: Browser Settings
  3. Try alternatives like Partitioned cookies with CHIPS: These let websites use cookies in a way that still respects your privacy. Read More
  4. Use related website sets: Identify a small group of websites that are meaningfully linked or connected. Implement cross-site cookies for this set of related websites to maintain user context. ex: EditThisCookie Cookie-Editor
  5. Switch to relevant web APIs: Look into other options for different ways cookies are used. ex: Social Media APIs (Facebook, Twitter), Maps and Location APIs (Google Map)


Get ready for a change in how online ads look. The internet is becoming more private, but it means businesses will connect with people in new ways. Advertisers have to change how they do things, and users might see different ads online. These changes make the internet more private and secure for everyone.


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