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Due to the third-party cookies, it has become more convenient for advertisers to track users as they browse the web and this has raised privacy issues for users. So to enhance the user’s privacy and security Google wants to eliminate this tracking capability. Also ensuring website owners can maintain their businesses without using third-party cookies. and implementing new standards to facilitate fraud prevention and provide more relevant ads.

What are third-party cookies?

It is a small piece of data that is stored in the user’s device by the websites from a domain other than the one the user is visiting

These cookies collect and track the data about the users browsing behavior and preferences. These data are very useful for advertisers to do an analysis for ads and to target you with personalized ads

Why is Google blocking third-party cookies?

The use of third-party cookies has raised a question among users about privacy. As these third-party cookies can track the user’s browsing activity without the knowledge or consent of the users. Which has been used by advertisers to target you with ads, sell the user’s data to other companies, and even create profiles of your online activity. 

What will happen when Google blocks third-party cookies?

By blocking the third-party cookies the advertisers won’t be able to track the users browsing activity across multiple websites and hence it will be difficult for the advertisers to target their targeted users with personalized ads.

How is the digital advertising industry preparing for the end of third-party cookies?

The digital advertising industry has to develop new ways to target and measure ads without using third-party cookies. 

  1.  To use first-party data which means data that is collected directly from users.
  2.  Contextual targeting, which means using target ads based on the content of the website that the user is visiting.

How are users benefited by this?

As the privacy concerns that were raised, for taking the data of the browsing activity across multiple websites by users will now be in control and Users will no longer be tracked across the multi websites without their knowledge or consent.


The digital advertising industry is going to be in a major shift with the end of third-party cookies. These changes are critical for the user’s data to be safe and hence Google is enforcing to blocking of third-party cookies. This will provide generous time for both users and developers to get habituated to the new system.