Starting in Q3 2024, Google plans to expand the third-party cookie removal to 100% of Chrome users, pending regulatory approval.

This will force major changes in how digital advertising operates. Some fear it may push sites toward more opaque tracking methods.

To ease the transition, Google is releasing new Privacy Sandbox APIs for use cases, including identity, advertising, and fraud detection. However, uncertainty remains around how the ad ecosystem will adapt.

The initial 1% deprecation next year provides a critical period for websites, advertisers, and other industry players to assess compatibility and prepare for the broader rollout. Scrutiny will be high, given Google’s dominance in web browsing.

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