Google has started restricting third-party cookies in Chrome. The search engine giant is offering a limited trial period for websites proving functional problems. Some third-party services can still get temporary coolie access through a set trial period, though businesses are being encouraged to audit their site's cookie usage before more of their users are impacted. As of January 4, 2024, one percent of Google Chrome users were restricted by third-party cookies. This is expected to increase in percentage, affecting one hundred percent of global users by the third quarter.

Understanding the importance of a smooth translation, Google is allowing businesses and websites to request additional time to move away from third-party coolies for non-advertising. The newly introduced trial period will enable thirty-party cookie access to eligible third-party service providers until December 17th, 2024.

Blake J. Nolan, the President at Storm Brain, said “Google has put some strict criteria in place in order for businesses to qualify for the trial period. This includes services categorized as advertising-related and not being approved. Origins that match known ad-related domains will not be approved, this includes subdomains. Businesses will need to prove direct user impact that impacts data analysis. Google is also requiring steps to reproduce broken functionality being logged in Google's bug reports. Google is only accepting requests where there is apparent breakage.”

Approved services will be able to enable trials by adding unique access tokens in Chrome. To address the short period between registration opening and cookies being blocked, Google is granting a grace period to approved sites until April 1st.

The team at Storm Brain is making use of the detailed guidelines and instructions provided by Google on how to add tokens to web pages. They are working tirelessly behind the scenes, ensuring that their clients will not be impacted, or are awarded the trial period until functionality is completed.

Storm Brain is assisting their clients in applying for temporary cookie access through trials, even though eligibility is very limited. Many businesses rely on third-party services and coolies. These businesses need to audit their website usage and put contingency plans in place, as the rollout in well underway and could cause impacts to a large number of website visitors.

About Us: Storm Brain is an innovative digital marketing agency offering customers branding and creative services to help them achieve new results in their businesses. The company caters to companies of all sizes and in all industries, providing them with comprehensive marketing and branding services to meet their particular project or campaign needs. Storm Brain offers superior levels of customer service and support with a range of services to meet each customer’s unique ongoing marketing requirements. They have a dedicated team of designers, developers and content strategists offering web design and development, search engine optimization, online and offline marketing campaigns, app development and so much more. To find out more, visit www.stormbrain.com.