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Google Chrome Plans to Retire Third-Party Cookies by 2024

Annie Greenley-Giudici

What does the absence of third-party cookies on Chrome mean for your business?

Recently Google has announced that it plans to retire third-party cookies by 2024 on Chrome, which is the industry leader for web browsers (sitting at around 70%).

What does this mean for your business and the use of TrustArc’s Cookie Consent Manager (CCM) software?

First off, it’s important to note that Google has postponed this change until 2024 (perhaps longer when the time comes).

This is good news as it provides companies time to pivot and create new strategies and roadmaps to address this change.

Secondly, if you’re currently using TrustArc’s CCM, you’re in a great strategic position and should rest easy.

The CCM solution does not rely on third-party cookies to function, so the capturing and storing of consent as it is today should not be impacted.

Finally, it should be noted that the industry at large still needs to be clarified as to what will replace third-party cookies on Chrome.

TrustArc continues to engage with industry leaders to ensure the CCM roadmap is aligned with the industry and what is to come.

If you are a marketer, don’t worry. Less data isn’t a bad thing. There are still strategies for marketing in a consumer first privacy landscape that you can effectively implement.

Google’s advertising ecosystem is worth an estimated $147 billion dollars annually, which combined with an ever-growing security conscience market, means that whatever Google decides to replace third-party cookies with will be profitable and secure.

You can trust that TrustArc’s CCM will be there to ensure you and your customers are compliant and safe.

Key Takeaways to Prepare for Chrome to Retire Third-Party Cookies

  • Google has paused the third-party cookie removal until 2024
  • TrustArc’s Cookie Consent Manager does not require third-party cookies to work and will remain compliant
  • TrustArc will continue to work with industry partners to ensure Cookie Consent Manager adapts and changes to the new digital landscape

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