It’s ‘no dough’ for third-party cookies

Will hospitality face another Google challenge now that the search engine has changed its approach to eliminating third-party cookies?

Sep 17, 2024

Following Apple’s AppTrackingTransparency in Safari, Chrome now lets users choose whether to allow third-party cookie tracking. Although expected, Google’s cookie changes have been delayed for years, and this new approach won’t bring immediate impact.

Key takeaways

• While Chrome users have long had the ability to opt out of third-party cookies, increased awareness in the media has led to an increase in opt-outs, with approximately 40% of users now choosing to block cookie tracking;
• The decline of third-party cookies on Chrome is expected to be gradual rather than immediate. After Apple’s third-party cookie changes, opt-in rates dropped to between 12% and 40%. Chrome is expected to see a similar or greater reduction;
• Google will likely continue to invest in its platform, focusing on machine learning for optimization and bidding, AI for automation and large-scale asset creation, and data modeling to improve measurement accuracy.

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