Google Tracking Protection Marks Another Step Towards Phasing Out 3rd Party Cookies on Websites in 2024

On January 4, as part of Google’s Privacy Sandbox Initiative, the Chrome web browser introduced a feature called Tracking Protection as a trial run for restricting website access to third-party cookies.

This initiative was created to address evolving data privacy regulations. 

By default, 1% of randomly picked Chrome users will have third-party cookies restricted. Google’s objective is to comply with regulations by further protecting user data, and providing more control over how it’s used by limiting cross-site tracking throughout the web.

This 1% of users will be shown a popup notification upon opening Chrome. If the website does not function without third-party cookies, Google will show another prompt to optionally re-enable third-party cookies if needed. 

As a reference point, third-party cookies are created by other “third-party” domains instead of the website a user is visiting directly. For instance, during your own browsing, you may have noticed ads for products placed along the sidebar or bottom of the websites you’ve visited. These are typically not served by the website you are visiting; rather, they are placed there by an external third-party domain for cross-site tracking and retargeting.

By contrast, first-party cookies are served directly from the website you are visiting and are used for things like storing items in shopping carts, user logins, etc.

Why This Is Important

This new feature will impact websites relying on third-party cookies for marketing and advertising purposes. Google’s plan is to completely phase out third-party cookies by the end of 2024. This will mark a significant change to the overall landscape of the web, as third-party cookies have played a vital role in helping marketing teams track user information that, in turn, has informed the content they produce. 

Without these cookies, law firms must find new ways to understand their users, reach them, and market to them.

While Chrome’s ~65% market share is considerable, it’s worth noting that Microsoft Edge is based on Chromium and will likely follow a similar timeline. Safari and Firefox already limit access to third-party cookies.

RubyLaw’s Recommendation

First, we recommend conducting an audit of all cookies on your site.

As part of this process, outline which cookies are third-party cookies. Make a plan for how to assess and address the need for these third-party cookies. Contact your current service providers for CRM, email, form embeds, and/or other related content marketing technologies. Inquire about their plans for the phasing out of cookies, and how your firm can be prepared for this upcoming change.

Review your website’s current cookie banner solution and determine whether your cookie consent meets your firm’s data privacy requirements. A more comprehensive Cookie Manager (like OneTrust) solution may even be needed. 

Further, confirm your existing approach to data privacy and your website privacy policy. Now is a great time to ensure your firm is fully considering the locations where you do business and whether your site should utilize Global Privacy Controls (GPC) as well as any special state-based Privacy Rights Request forms as part of California Privacy Rights Act (CPRA, formerly the CCPA) (and/or other state) regulatory obligations.

Additionally, consider RubyLaw Analytics, a cookieless alternative for collecting metrics about your site. The RubyLaw Analytics offering is fully privacy-compliant and includes bonus features and benefits that integrate directly into the latest version of RubyLaw.

Want to trial RubyLaw Analytics for free? Click here or the button below to contact a RubyLaw representative.

How RubyLaw Can Help

Beyond the above recommendation(s), RubyLaw can help your team ensure that you’re prepared for a third-party cookieless internet via a cookie audit (see above). 

Our tailored audit will outline where and why cookies appear on your firm’s site, and provide details on your current cookie banner/manager implementation. We will also dive into privacy regulations and highlight examples and best practices for what other RubyLaw users are doing to be prepared. 

We can also provide a demo and free trial of RubyLaw Analytics as an alternative (or a supplement) to your current analytics offering. Please get in touch with support@rubensteintech.com for more information.

Additional Reference Materials

—The next step toward phasing out third-party cookies in Chrome
—Google’s Privacy Sandbox
—The Difference Between First-Party and Third-Party Cookies
—Spotlight on RubyLaw: Is Your Firm Respectful of Visitor Privacy?
—Spotlight on RubyLaw: How are you managing your measurements?
—RubyLaw Client Alert: Is your site ready for new regulations going into effect this month?
—RubyLaw Client Alert: Be prepared: CCPA enforcement begins on 1/1/2020