Google is providing websites with the opportunity to request extra time to transition away from their dependence on third-party cookies. This is in response to potential compatibility issues, as the search engine has introduced a third-party cookie deprecation trial. While Chrome plans to eliminate third-party cookies by Q3 2024, this program allows embedded sites and services to temporarily enable them until December 27, 2024.
For marketers who heavily rely on targeted advertising through third-party cookies, this delay may come as a relief. However, it is still crucial to update your marketing strategy to become cookieless before the December deadline, as there will be no additional assistance afterwards.
How it Works
Eligible websites can enable the third-party cookie deprecation trial by using JavaScript to provide unique access tokens in Chrome. This can be done by activating the "Third-party matching" option on the origin trial's registration page. The third-party token should be provided through JavaScript by creating an origin trial tag, not in HTML code or an HTTP header.
It is recommended for trial participants to deploy deprecation trial tokens before the grace period ends on April 1, 2024.
Eligibility
The program is specifically designed for embedded sites and services that use third-party cookies and meet Google's strict eligibility criteria:
- Advertising-related services will not be approved.
- If your domain is known for advertising, even subdomains, it is likely to be rejected.
- To be considered, you must show a direct impact on end-users; problems that only affect later data analysis will not qualify. Submit bug reports to Google with detailed steps to reproduce the issue.
- Google will only consider requests with confirmed breakage, and there is an appeals process for clarification.
- Even if your site has both ad and non-ad content, if it is associated with advertising domains, it is likely to be denied.
Review Process
After submitting an application for the third-party cookie deprecation trial, Google will review the request. Response times may vary, but if you have not received a response within one to two weeks, it is recommended to contact Google at 3pcd-deprecationtrial@google.com.
What Google is Saying
A Google spokesperson stated:
- "At the moment we are only focusing on third-party embeds and services."
- "We recommend first-party sites continue making changes to their sites directly to fix the breakage and encourage their embedded third parties to sign up for this deprecation trial."
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Originally reported by Martech: https://martech.org/google-is-allowing-select-sites-to-delay-phase-out-of-third-party-cookies/
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