In a blog article on Wednesday, Google confirmed its plans to disable third-party cookies for 1% of users from Q1 2024, ramping up the deprecation to 100% of users from Q3 2024. The full roll out is subject to Google addressing any remaining concerns of the UK’s Competition and Markets Authority (CMA). Chrome has an estimated three billion users, which means that around thirty million users are expected to have third-party cookies disabled by the end of March next year.
In light of this, Google has advised website operators and developers need to take action to adapt to the change. Developers should audit their site's current cookie usage, test for breakage if cookies are removed, and migrate to the relevant web APIs, such as the Privacy Sandbox programme.
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