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In recent years, the issue of online user privacy has become central to the technological and regulatory debate.
In this context, Google’s decision(postponed over and over again) to eliminate support for third-party cookies on Chrome by 2024 represents a significant turning point.
This move will profoundly affect the way digital companies and advertisers operate online, prompting them to explore and adopt alternative solutions.

The Role of Third Party Cookies
Third-party cookies are critical tools for the online advertising industry.
These small data files, stored on users’ browsers from domains other than the one they are visiting, enable tracking of users’ online activities on different websites.
Using these cookies, advertisers can create detailed profiles of users and deliver highly personalized ads.
Many tools we are used to using make use of them: Google Analytics, Facebook Pixel, Linkedin Insight Tag and many others…
However, as privacy concerns have increased, the use of these cookies has come under increasing scrutiny.
Many other browsers have preceded Chrome in this race for compliance, after GDPR came into effect in Europe, so it is time (albeit late) to prepare for the big change.
Google’s decision to eliminate third-party cookies follows a broader trend in the browser industry.
Apple’s Safari and Mozilla’s Firefox have already implemented measures to limit the use of these cookies.
Google, through Chrome, intends to improve user privacy by reducing the amount of data shared without explicit consent.

Privacy Sandbox: Google's response
- FLoC (Federated Learning of Cohorts): This technology groups users based on similar browsing behaviors, allowing advertisers to target groups rather than individuals. This approach aims to protect privacy by reducing the granularity of tracking.
- TURTLEDOVE: This project proposes a model in which user data information remains on the user’s device, enabling interest-based advertising without the need to track individual users across multiple sites.
- Conversion Measurement API: This API enables measurement of ad conversions in a privacy-friendly way, avoiding the use of cross-site identifiers.

First-party cookies: a viable alternative
Another significant solution is the adoption of first-party cookies.
These cookies, created and managed directly by the website the user is visiting, are considered less intrusive than third-party cookies.
They allow sites to collect data on user interactions within their domain, improving user experience and personalizing content without compromising privacy.
Although their integration appears to be impractical at the moment, we recommend relying on tools that can facilitate the work such as Stape(take a read of their detailed blog).
Conclusions
We at f.technology have been closely following this issue for some time and are ready for change. Rely on us to find new solutions
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Questo contenuto è disponibile in Italiano