Google has officially started to phase out third-party cookies. A new feature called Tracking Protection, which restricts third-party cookies by default, began rolling out to 1% of Chrome users globally on January 4, 2024. If your marketing heavily depends on targeted advertising with third-party cookies, it’s time to reconsider your tactics. Begin preparing your websites now before Google completely retires third-party cookies in the latter half of 2024. Google considers phasing out third-party cookies by the second half of 2024 as a crucial move in its Privacy Sandbox initiative.