Google will end the use of third-party cookies which track people across websites to target them with personalized advertising. Real Research, an online survey app, revealed that 50.45% of the respondents were aware of Google removing third-party cookies.

Highlights:

  • 69.62% of the respondents believe Google removing third-party cookies will enhance user privacy.
  • 67.54% of the respondents believe that other alternative technologies will replace the functionality of third-party cookies.
  • 62.52% of the respondents believe the end of third-party cookies could increase irrelevant or uninteresting ads.

Google Removing Third-Party Cookies

Google’s initiative is meant to shield the privacy of users. 69.62% of the respondents believe Google removing third-party cookies will enhance user privacy.

Google-removing-third-party-cookies
Figure 1: Whether Google removing third-party cookies will enhance user privacy

Survey on Google Removing Third-Party Cookies

With Google ending third-party cookies, businesses can’t target audiences directly, impacting their ability to make money from advertising. It is highly likely that Google’s initiative will be to reshape the advertising landscape on the internet, according to 57.4%.

Google Third-Party Cookies

Google will bring new privacy-preserving technologies to give websites alternative ways of delivering relevant ads. 67.54% of the respondents believe that other alternative technologies will replace the functionality of third-party cookies.

third-party-cookies
Figure 2: Respondents that believe alternative technology will replace third-party cookies

In addition, Google said that the update would benefit the user, and experts claimed that the update would continue to worsen customer privacy. 56.1% of the respondents agree with Google and not the experts.

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62.52% of the respondents believe the end of third-party cookies could increase irrelevant or uninteresting ads.

the-end-of-third-party-cookies
Figure 3: Whether the end of third-party cookies could increase irrelevant or uninteresting ads

Methodology

 
Survey TitleSurvey on Google Removing Third-Party Cookies
DurationMarch 26 – April 5, 2024
Number of Participants5,000
DemographicsMales and females, aged 21 to 99
Participating Countries Afghanistan, Algeria, Angola, Argentina, Armenia, Australia, Azerbaijan, Bahrain, Bangladesh, Belarus, Benin, Bolivia,… Brazil, Brunei, Bulgaria, Burkina Faso, Cambodia, Cameroon, Canada, Chile, China, China (Hong Kong) China (Macao), China (Taiwan), Colombia, Costa Rica, Croatia, Czech Republic, Ecuador, Egypt, El Salvador, Ethiopia, Finland, France, Gambia, Georgia, Germany, Ghana, Greece, Greanada, Guatemala, Honduras, Hungary, India, Indonesia, Iraq, Ireland, Israel, Italy, Ivory Coast, Japan, Jordan, Kenya, Kuwait, Kyrgyzstan, Latvia, Lebanon, Libya, Lithuania, Malaysia, Maldives, Maluritania, Mexico, Moldova, Mongolia, Morocco, Mozambique, Myanmar [Burma], Namibia, Nepal, Nicaragua, Nigeria, Oman, Pakistan, Palestine, Panama, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Serbia, Sierra Leone, Singapore, Slovakia, South Africa, South Korea, Spain, Sri Lanka, Tanzania, Thailand, Togo, Tunisia, Turkey, Turkmenistan, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States, Uruguay, Uzbekistan, Venezuela, Vietnam, Yemen, Zimbabwe.