Google Chrome to drop third-party cookies by 2022

Chrome will replace third-party cookies with browser-based tools and techniques aimed at balancing personalization and privacy.

Google announced support for third-party cookies in its Chrome browser would be phased out “within two years.” The company seeks to replace them with a browser-based mechanism.

Google’s stated objective is to create “a secure environment for personalization that also protects user privacy.” Google says that for ad targeting it’s “exploring how to deliver ads to large groups of similar people without letting individually identifying data ever leave [the] browser.”

Source: Google Chrome: Third-party cookies will be gone by 2022 – MarTech Today