If you’ve been diving headfirst into the murky waters of digital marketing, you’ve likely bumped into the term “third-party cookies”. Basically, these are small nuggets of data that websites use to remember you, track your activity and serve you tailored content. Trouble is, Google Chrome has now started limiting access to these on their browser.
Cookie Crumbles from Google Chrome
As of January 4, only around 1% of users can access third-party cookies. Google is planning to stir things up by slowly ramping up the cookie cut-off until it reaches 100% by the third quarter of 2024. But don’t press that panic button yet. Google realizes that businesses might need extra time to breathe and revamp their approach to cookie dependency issues that aren’t advertising-related. Enter: the deprecation trials.
Deprecation Trials: A Lifesaver for Websites?
These newly minted deprecation trials give you a stay of execution. They won’t ax your access to third-party cookies until December 27, 2024 (phew!). But, keep this in mind – Google is pretty picky about who gets to join the party.
Here’s the crib sheet to Google’s invitation list:
- Advertising-related services don’t make the cut.
- A spot-on the blacklist awaits known ad-related domains, including most subdomains.
- You must be able to prove that a problem will have a direct impact on end-users. Roll up your sleeves because you’ll have to lead Google through the exact steps to reproduce this problem.
- Last, but not least, Google will only validate requests when there’s clear evidence of a breakdown.
Thick and fast warnings come with this trial. The idea is to help only those services facing functional issues, and not to make data collection any easier.
Grace Period: The Silver Lining
Now, if you get the golden ticket of acceptance to the trials, you can activate this saving grace by adding a unique access token in Chrome. To help you with the short time between registration opening and cookie access being blocked for 1% of traffic, Google is playing fairy godmother. It’s granting a grace period to allow approved services to play their tokens until April 1, 2024.
And if you’re scratching your head about how to do this, never fear! Google has released a comprehensive guide on how to add this trial token.
Key Takeaway
The takeaway? Some lucky third-party services can apply for temporary cookie access through deprecation trials. But, remember – your chances of getting in are slim. Make use of this extended time to tinker with your site’s usage and whip up a fallback plan. The full cookie block is already knocking on our doors. So, the sooner you get on top of this, the better!
