Impact of Google Ending 3rd Party Cookies on Cookiezen? #

1. TL&DR; #

It is a big misconception that people have – Because Google is ending 3rd party cookies you don’t need a consent solution like Cookiezen. In fact, it’s the opposite you would need it more badly later than today.

Also, it is worth mentioning that other browsers (like Safari) have been blocking 3rd party cookies for years now.

Lets get into the details 🙂

Current Scenario: #

There are two types of cookies on your website – First party and third-party:

• First-party cookies are for data you store that isn’t shared with any 3rd party. For example, cookies generated from Google Analytics, Hotjar, etc
• Third-party cookies are the ones that track you all over the web. For example, cookies generated from Fb pixels, etc

What happens with Google ending 3rd party cookies? #

• Firstly, the first-party cookies that your website analytics tools like Google Analytics generate will remain intact so you will need a consent solution anyways.
• Secondly, Google is replacing only 3rd party cookies with trust tokens (non-personalized cryptographic tokens) where the data like IP addresses and emails will still be collected and processed. This means you would still need explicit consent before employing trust tokens.

Conclusion: #

You would need the explicit consent of end users before employing trust tokens and other tracking technologies like first-party cookies.

So to collect and manage consent for first-party cookies and trust tokens you will need a consent tool like Cookiezen to stay compliant with Privacy laws like GDPR.

P.S. Privacy will become a norm in the coming months or years around the globe and your customers will expect their data privacy to be handled properly so Cookiezen should be one of the essential tools in your tool belt.

To easily manage your website consent according to the latest Privacy regulation. Try CookieZen now for free 

2. Google’s new change explained in detail #

For replacing 3rd party cookies Google suggested trust tokens (non-personalized cryptographic tokens) & Flocks (users grouped according to their browsing history) as alternatives.

As of today Trust tokens ( now known as “Private state tokens”) are being tested and will be rolling out soon.

The trust token API – It would allow websites and advertisers to only know about users to a certain level only and block attempts to know users on an individual level, unlike Google’s third-party cookies today.

While trust tokens aim to enhance privacy by avoiding the need for individual user tracking, it’s important to note that they may still involve the collection and processing of certain data, such as IP addresses and emails. This data is combined with FLoC, which groups users into larger interest categories.

The use of IP addresses and emails, even in the context of trust tokens, may still require the explicit consent of end-users in accordance with data privacy laws, such as the EU’s General Data Protection Regulation (GDPR) or similar regulations in other jurisdictions.

Impact: #

• As an end user, it will make your data more private
• As a marketeer, it will in fact increase your targeting accuracy
• As a business owner won’t have much impact on the working of your site
• For Cookiezen again it remains the same as explained below

Same as before you would need to manage consent. Right now Cookiezen helps manage first & third-party cookies and later it will with first-party cookies and trust tokens.

To easily manage your website consent according to the latest Privacy regulation. Try CookieZen now for free 

In case of any further questions please feel free to reach us at Technical Support