The phase-out of third-party cookies on Google Chrome has led to significant challenges for B2B marketers, including reduced targeting accuracy and increased data compliance risks. Only 8% of marketers feel fully prepared for this shift, with many relying on these cookies for tracking and personalized advertising. The transition is pushing marketers to find alternative data sources, such as first-party and zero-party data, for personalization and analytics, while preserving user privacy and compliance with stringent legislation.

Google's plans to deprecate third-party cookies are underway, but online tracking is here to stay as the search giant tightens its stranglehold on browsing data

Google has begun phasing out third-party cookies in Chrome, aiming for a complete phase-out by end of 2024, impacting businesses' data collection methods. This move shifts focus to first-party data and introduces alternatives like Topics for ad targeting, while addressing privacy concerns. Critics argue this strengthens Google's data control, raising questions about online privacy and competition. Google's approach reflects a broader industry trend towards privacy-centric web browsing, urging businesses to adapt to first-party data strategies for digital marketing.

Google is updating its data privacy policies for targeted ads in Europe to comply with the Digital Markets Act (DMA). These changes include new consent banners asking permission to share data for personalized content and ads, a Data Portability API for developers, and additional choice screens on Android phones and Chrome app on desktop and iOS devices. These updates aim to create a fair and open environment for online businesses, with penalties for non-compliance including fines and remedies.