Google will be blocking third-party cookies in its Chrome web browser. Safari and Firefox already block cookies by default. The approach by Google will be different. The initiative to remove cookies is part of Google’s effort to create a set of open standards for digital tracking it first announced last year, dubbed Privacy Sandbox. The aim of the project, it said at the time, is to improve user privacy while also protecting the businesses of publishers and advertisers.

A large proportion of the ads on browsers are third party cookies. Rather than just blocking cookies, Google is planning a phased approach with new tools for advertisers without causing the current irritation to browser users.

At this stage, it is unclear what the full impact of the loss of cookies will be. And any changes will be gradual.

At this point, the only thing that can be done is to be aware. Trackita will monitor changes and keep you up-to-date.

Ad Serving and Retargeting Platforms enable you to remind your customers of your products and services if your customers leave your website without buying. These platforms also allow your company to show visitors relevant ads when they visit other sites. Retargeting works with apps and searches as well as website banner ads. These will adjust as Google makes releases.