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data-color="gray-2" data-scroll-color="gray-2"></div> <div class="bg-gray-2 pix-header-divider is-scroll-divider "></div> </div> <a data-anim-type="disabled" href="tel:+911244747500" class="pix-header-phone text-sm d-inline-block2 pix-header-text d-inline-flex align-items-center pix-py-5 text-body-default font-weight-bold secondary-font mb-0" style="" > <i class="pixicon-phone text-18 pix-mr-5 pix-header-icon-style"></i> +91124 4747500 </a> <span class="mx-1"></span> </div> </div> </div> </div> <div id="content" class="site-content bg-gray-1 pix-pt-20" style=""> <div class="container"> <div class="row"> <div class="pix-main-intro-placeholder"></div> <div class="col-12 col-md-8"> <div id="primary" class="content-area pix-post-area pix-post-sidebar-area"> <main id="main" class="site-main"> <article id="post-29335871" class="post-sidebar-right post-29335871 post type-post status-publish format-standard has-post-thumbnail hentry category-articles category-sortd category-updates tag-advertising tag-google-chrome tag-privacy-sandbox tag-third-party-cookies"> <div class="post-thumbnail"> <div class="card rounded-xl pix-hover-item shadow-lg overflow-hidden text-white2 h-100"> <img fetchpriority="high" width="600" height="400" src="https://www.sortd.mobi/wp-content/uploads/2024/01/Google-has-started-phasing-out-third-party-cookies-600-x-400-px.jpg" class="img-fluid pix-img-scale " alt="Google’s privacy play just got real: Tracking Protection arrived for 1% of Chrome users, blocking third-party cookies by default" style="max-height: 450px;min-height:100%;width:100%;object-fit:cover;" decoding="async" srcset="https://www.sortd.mobi/wp-content/uploads/2024/01/Google-has-started-phasing-out-third-party-cookies-600-x-400-px.jpg 600w, https://www.sortd.mobi/wp-content/uploads/2024/01/Google-has-started-phasing-out-third-party-cookies-600-x-400-px-300x200.jpg 300w" sizes="(max-width: 600px) 100vw, 600px" /> <div class="card-img-overlay h-100 d-flex flex-column justify-content-end"> <div class="overflow-hidden2"> </div> </div> </div> </div> <header class="entry-header"> <div id="pix-intro-sliding-text" class=" text-inherit "><h1 class="mb-32 pix-sliding-headline-2 animate-in font-weight-bold secondary-font text-heading-default pix-post-title h4 pix-mt-20 font-weight-bold " data-anim-type="pix-sliding-text" pix-anim-delay="500" data-class="secondary-font text-heading-default" style=""><span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 0ms;">Google's </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 150ms;">privacy </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 300ms;">play </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 450ms;">just </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 600ms;">got </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 750ms;">real: </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 900ms;">Tracking </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 1050ms;">Protection </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 1200ms;">arrived </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 1350ms;">for </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 1500ms;">1% </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 1650ms;">of </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 1800ms;">Chrome </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 1950ms;">users, </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 2100ms;">blocking </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 2250ms;">third-party </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 2400ms;">cookies </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 2550ms;">by </span></span> <span class="slide-in-container "><span class="pix-sliding-item secondary-font text-heading-default" style="transition-delay: 2700ms;">default </span></span> </h1></div> <div class="entry-meta pix-post-meta-inner d-flex align-items-center pix-my-20"> <div class="pix-post-meta-author text-heading-default font-weight-bold"> <a href="https://www.sortd.mobi/author/hemendra-singh/" class="text-heading-default font-weight-bold"> <img alt='Hemendra Singh' data-src='https://secure.gravatar.com/avatar/f602d206733f4bef833f51c82dc61d6d?s=40&d=mm&r=g' data-srcset='https://secure.gravatar.com/avatar/f602d206733f4bef833f51c82dc61d6d?s=80&d=mm&r=g 2x' class='avatar avatar-40 photo pix_blog_md_avatar pix-mr-10 shadow lazyload' height='40' width='40' decoding='async' src='data:image/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==' style='--smush-placeholder-width: 40px; --smush-placeholder-aspect-ratio: 40/40;' /><noscript><img alt='Hemendra Singh' src='https://secure.gravatar.com/avatar/f602d206733f4bef833f51c82dc61d6d?s=40&d=mm&r=g' srcset='https://secure.gravatar.com/avatar/f602d206733f4bef833f51c82dc61d6d?s=80&d=mm&r=g 2x' class='avatar avatar-40 photo pix_blog_md_avatar pix-mr-10 shadow' height='40' width='40' decoding='async'/></noscript> <span class="text-sm">Hemendra Singh</span> </a> </div> <div class="flex-fill text-right mr-2"> <div class="pix-post-meta-badges"> <a href="https://www.sortd.mobi/category/articles/" target="_self"><span class="pix-badge-element custom d-inline-flex mr-1 " ><span class="badge font-weight-bold bg-primary-light " style="font-size:12px; padding:5px 10px;line-height:14px;"><span class="text-primary" style="">Articles</span></span></span></a><a href="https://www.sortd.mobi/category/sortd/" target="_self"><span class="pix-badge-element custom d-inline-flex mr-1 " ><span class="badge font-weight-bold bg-primary-light " style="font-size:12px; padding:5px 10px;line-height:14px;"><span class="text-primary" style="">Sortd.</span></span></span></a><a href="https://www.sortd.mobi/category/updates/" target="_self"><span class="pix-badge-element custom d-inline-flex mr-1 " ><span class="badge font-weight-bold bg-primary-light " style="font-size:12px; padding:5px 10px;line-height:14px;"><span class="text-primary" style="">Updates</span></span></span></a> </div> </div> <div class="pix-post-meta-date flex-fill2 text-right text-body-default text-sm"> <a class="mb-0 d-inline-block text-body-default svg-body-default" href="https://www.sortd.mobi/googles-privacy-play-just-got-real-tracking-protection-arrived-for-1-of-chrome-users-blocking-third-party-cookies-by-default/"> <span class="pr-1"> <svg xmlns="http://www.w3.org/2000/svg" width="18" height="18" viewBox="0 0 18 18"> <path fill="#BBB" d="M9,0 C13.95,0 18,4.05 18,9 C18,13.95 13.95,18 9,18 C4.05,18 0,13.95 0,9 C0,4.05 4.05,0 9,0 Z M9,16.2 C12.96,16.2 16.2,12.96 16.2,9 C16.2,5.04 12.96,1.8 9,1.8 C5.04,1.8 1.8,5.04 1.8,9 C1.8,12.96 5.04,16.2 9,16.2 Z M12.6,9.4 C13.26,9.4 13.8,9.64 13.8,10.3 C13.8,10.96 13.26,11.2 12.6,11.2 L7.8,11.2 L7.8,5.8 C7.8,5.14 8.04,4.6 8.7,4.6 C9.36,4.6 9.6,5.14 9.6,5.8 L9.6,9.4 L12.6,9.4 Z"/> </svg> </span> <span class="text-xs font-weight-bold">January 9, 2024</span> </a> </div> </div> </header> <div class="entry-content" id="pix-entry-content"> <p>On January 4, 2024, Google launched a new tool called Tracking Protection that defaults to restricting third-party cookies and is now being rolled out to 1% of Chrome users globally i.e. 13 million users.聽</p> <p>If you have been affected by this update, you will receive a notification when you open Chrome on either Android or desktop devices. The effect of this rollout is yet to be determined. However, many advertisers have shown their discontent over this release on various social media platforms like X (previously Twitter), saying that they are still not ready for the complete removal of third-party cookies.聽</p> <p>If your marketing heavily relies on targeted advertising with third-party cookies, now is the time to reconsider your tactics. Start essential preparations before Google completely eliminates third-party cookies in the latter half of 2024.聽</p> <p>So, why this release now? This is a prominent question, especially among marketers and advertisers. This decision is taken under the purview of the Privacy Sandbox Initiative, which aims to create technologies that protect people鈥檚 privacy online and give developers or companies the necessary tools to build their digital businesses. And Google will do so by limiting covert tracking and creating new web standards.聽</p> <p> </p> <h2><strong>What are the main objectives of the Privacy Sandbox Initiative?聽</strong></h2> <p><span style="font-weight: 400;">The Privacy Sandbox initiative has two main objectives:</span></p> <h3><b>1. Enhance user privacy online:</b></h3> <p><span style="font-weight: 400;">People are increasingly aware of how their online data is collected and used, and there’s growing concern about the lack of control over personal information. This has led to stricter regulations like GDPR and CCPA, putting pressure on the web to become more privacy-focused.聽 This has led to the emergence of the Privacy Sandbox initiative.</span></p> <h4><b>Reduce cross-site and cross-app tracking</b><span style="font-weight: 400;">: </span></h4> <p><span style="font-weight: 400;">This means limiting the ability of companies and advertisers to track users across different websites and apps, preventing the creation of detailed profiles for targeted advertising.</span></p> <h4><b>Phase out third-party cookies</b><span style="font-weight: 400;">: </span></h4> <p><span style="font-weight: 400;">Cookies have been the traditional tool for website tracking, but their privacy concerns have led to growing restrictions and bans. Privacy Sandbox aims to develop alternative solutions that don’t rely on third-party data collection.</span></p> <h4><b>Prevent covert tracking</b><span style="font-weight: 400;">: </span></h4> <p><span style="font-weight: 400;">Certain techniques can track users without their knowledge or consent. Privacy Sandbox seeks to implement safeguards against these practices.</span></p> <h3><b>2. Maintain a thriving digital ecosystem:</b></h3> <p><span style="font-weight: 400;">The current advertising model heavily relies on user data, raising concerns about fairness and competition. The Privacy Sandbox aims to create a system where businesses can still thrive without compromising user privacy.</span></p> <h4><b>Enable effective advertising</b><span style="font-weight: 400;">: </span></h4> <p><span style="font-weight: 400;">While limiting user tracking, the initiative wants to provide alternative solutions for advertisers to reach relevant audiences and measure campaign performance.</span></p> <h4><b>Support content creators and publishers</b><span style="font-weight: 400;">: </span></h4> <p><span style="font-weight: 400;">Free online content and services often rely on advertising revenue. Privacy Sandbox aims to ensure publishers can generate income without compromising user privacy.</span></p> <h4><b>Maintain an open and accessible web</b><span style="font-weight: 400;">: </span></h4> <p><span style="font-weight: 400;">The initiative seeks to avoid creating walled gardens where some companies control user data and limit competition.</span></p> <p><span style="font-weight: 400;">Overall, the Privacy Sandbox initiative aims to strike a balance between user privacy and the needs of the digital ecosystem. 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shadow-sm shadow-hover-sm fly-sm rounded-lg pix-mb-10 pix-p-5 text-center text-sm font-weight-bold text-body-default">SEO</a><a href="https://www.sortd.mobi/category/sortd/" class="d-flex align-items-center w-100 justify-content-center bg-white shadow-sm shadow-hover-sm fly-sm rounded-lg pix-mb-10 pix-p-5 text-center text-sm font-weight-bold text-body-default">Sortd.</a><a href="https://www.sortd.mobi/category/tips/" class="d-flex align-items-center w-100 justify-content-center bg-white shadow-sm shadow-hover-sm fly-sm rounded-lg pix-mb-10 pix-p-5 text-center text-sm font-weight-bold text-body-default">Tips</a><a href="https://www.sortd.mobi/category/uncategorized/" class="d-flex align-items-center w-100 justify-content-center bg-white shadow-sm shadow-hover-sm fly-sm rounded-lg pix-mb-10 pix-p-5 text-center text-sm font-weight-bold text-body-default">Uncategorized</a><a href="https://www.sortd.mobi/category/updates/" class="d-flex align-items-center w-100 justify-content-center 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style="">Improve Your Core Web Vitals Score With Garima</h4><span class="d-flex align-items-center font-weight-bold text-light-opacity-6 " ><span>Try Now</span><svg class="pixfort-icon pix-hover-right pix-hover-item pix-ml-5" width="24" height="24" data-name="Line/pixicon-arrow-right2" viewBox="2 2 20 20"><polyline fill="none" stroke="var(--pf-icon-color)" stroke-linecap="round" stroke-linejoin="round" stroke-width="var(--pf-icon-stroke-width)" points="9.5 17 14.5 12 9.5 7"/></svg></span></div></a></div></div></section> </aside> </div> </div>  <div class="col-12"> <nav class="navigation post-navigation" aria-label="Continue Reading"> <h2 class="screen-reader-text">Continue Reading</h2> <div class="nav-links"><div class="nav-previous"><a href="https://www.sortd.mobi/all-you-need-to-know-about-contextual-advertising/" rel="prev"><div class="card shadow-hover-sm shadow-sm d-inline-block m-3 bg-white pix-hover-item"> <div class="card-body pix-p-10"> <div class="d-flex 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