Third-party cookie deprecation guidance

To prepare for Chrome's deprecation of third-party cookies, digital marketers should follow these steps:

1. Build a durable ads infrastructure: Implement sitewide tagging, enhanced conversions, and other measures.
2. Measure and attribute your conversions accurately: Use tools like Google Analytics 4 for precise tracking.
3. Engage with relevant customers: Adopt Customer Match, optimized targeting, and Performance Max to reach the right audience.

It's important to note that there's no direct replacement for third-party cookies, so marketers will need to leverage a combination of Google AI, consented first-party data, and privacy-preserving technologies like the Privacy Sandbox.

Chrome plans to start gradually phasing out support for third-party cookies in Q3 2024, subject to oversight by the U.K.’s Competition and Markets Authority.

No, advertisers do not need to directly integrate with the Privacy Sandbox APIs. Google's ads teams will incorporate these APIs into existing solutions, and the Privacy Sandbox signals will be integrated into audience and measurement offerings as third-party cookies are phased out. This means that the campaign management experience for advertisers should not change substantially.

Google Ads platforms will use a privacy-centric approach that relies on three pillars: first-party data, AI, and privacy-preserving technologies from the Privacy Sandbox. A combination of signals from these sources will be used to power measurement and audience engagement solutions.

Yes, frequency management and audience exclusion capabilities will still be available in Google Ads and Display & Video 360 after third-party cookies are deprecated. These platforms will use Publisher-Provided IDs, Exchange-Provided IDs, or Identifiers For Advertising to apply frequency caps. Additionally, Google Ads and Display & Video 360 will support negative targeting or exclusion of audience lists, and AI-powered modeling will support cross-channel frequency management when identifiers are not present.