Google permits some sites to defer the phase-out date of third-party cookie
Google gives websites the option to request more time to move away from relying on third-party cookies. The search engine introduced a trial to deprecate third-party cookies in order to address compatibility issues. While Chrome plans to eliminate third-party cookies by Q3 2024, this program lets embedded sites and services temporarily enable them until December 27, 2024.
However, developers are expected to make the necessary changes by the trial end date. Why we care about
. Delaying Chrome’s phase out until the end year may be a relief for marketers who rely heavily on targeted advertising via third-party cookies. But it’s still crucial to update your marketing strategy to be cookieless before the December deadline, as there won’t be any additional help afterward.
How it works. Eligible sites can enable the third-party cookie deprecation trial by using JavaScript in Chrome to provide unique access tokens. To request a token from a third party during registration, select the “Third Party Matching” option in the registration page of the origin trial. The third-party token should be created in JavaScript, by creating an Origin trial tag. It cannot be done with HTML code or HTTP headers.
Trial participants are advised to deploy deprecation trial tokens before the grace period ends on April 1, 2024.Eligibility.
The program is specifically designed for embeds and services that use third-party cookies and meet Google’s strict eligibility criteria”
Advertising-related services won’t get approval. If your domain, or subdomains are known to have advertising, you’re likely to get rejected. You must submit bug reports to Google with detailed steps on how to reproduce the issue. Submit bug reports to Google with detailed steps to reproduce the issue.Google will only consider requests with confirmed breakage, and there’s an appeals process for clarification.
- Even if your site has both ad and non-ad content, if it’s associated with advertising domains, it’s likely to be denied.
- Review process.
- After you submit your application for the third-party cookie deprecation trial, Google will review your request. Response times will vary, however, if you have not received a response with one to two weeks, Google advises contacting them at
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- What Google is saying
. A Google spokesperson said in a statement:“At the moment we are only focusing on third-party embeds and services.” [email protected]“We recommend first-party sites continue making changes to their sites directly to fix the breakage and encourage their embedded third parties to sign up for this deprecation trial.”
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