{"id":484,"date":"2024-05-23T10:10:09","date_gmt":"2024-05-23T08:10:09","guid":{"rendered":"https:\/\/stage.usercentrics.com\/?post_type=knowledge&p=33768"},"modified":"2025-06-23T18:22:27","modified_gmt":"2025-06-23T16:22:27","slug":"google-tools-providing-cookieless-solutions","status":"publish","type":"knowledge","link":"https:\/\/usercentrics-poc.psapp.dev\/us\/knowledge-hub\/google-tools-providing-cookieless-solutions\/","title":{"rendered":"Key Google tools providing cookieless solutions"},"content":{"rendered":"\n

After several years of delays, in July 2024 Google announced that the company would not be deprecating third-party cookie use in the Chrome browser. The article’s content remains relevant, however, so we have left it in its original form, with this note, for educational and reference purposes.<\/p>\n\n\n\n

Even without the inclusion of Google Chrome, other major browsers have already fully deprecated third-party cookie use, and we believe that privacy-led marketing is the “cookieless” future.<\/p>\n\n\n\n

Google started making announcements and began changes relating to phasing out third-party cookies some time ago. Cookieless solutions typically refer to the end of third-party cookie use, but not the end of every type of cookie or tracker. Given the company\u2019s dominant market share, the final deprecation of third-party cookie use in the Chrome browser will mark a significant milestone in the evolution of data processing and digital marketing.<\/p>\n\n\n

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Expert Insights<\/h4>\n

“Once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products. Instead, our web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers.”<\/strong><\/em><\/p>\n

David Temkin<\/a>
\nDirector of Product Management, Ads Privacy and Trust at Google<\/p>\n <\/div>\n<\/div>\n\n\n\n\n

Google has also been rolling out new data privacy-related requirements for its customers, spurred in good part by requirements in regulations like the Digital Markets Act (DMA)<\/a>. The company has updated and is enforcing its EU user consent policy<\/a>. Many publishers in the EU that need to retain full access to Google services are also being required to implement Google Consent Mode<\/a> and\/or the TCF 2.2<\/a>.<\/p>\n

It\u2019s not all stick and no carrot, though. Google provides cookieless future solutions to help enable data privacy compliance with regulations and the company\u2019s own requirements, while also helping organizations replace strategies that relied on third-party cookies. Millions of companies rely on Google services for advertising, analytics, and more, and there is a suite of options to help your company evolve its digital marketing strategy. Become privacy-led, better engage your audience, and achieve strong growth.<\/p>\n\n\n