The Doomsday clock countdown to the cookiepocalypse has officially begun. 

Google confirmed today that it will remove cookies for 1% of Chrome users early next year as part of an experiment, paving the way for the complete deprecation of third-party cookies in the second half of 2024. The aim is to let developers assess the readiness and effectiveness of their products without relying on the data tracking tech. 

Google will also give advertisers the option to simulate cookie deprecation for a certain percentage of their users in the fourth quarter of this year.

⏳ Privacy Sandbox APIs Are Coming

The company also said that its Privacy Sandbox APIs, its cookie alternative, will be available to all Chrome users this July, which will give advertisers and publishers time to test alternatives on a complete population.

Despite knowing for years that this day would come, many ad buyers have been slow to test replacements. However, it seems it's time to adapt as the clock is ticking.

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