The 3rd-party cookie phase-out refers to browsers restricting websites from setting 3rd-party cookies to enhance user privacy. Firefox and Safari began blocking these cookies in 2013, covering about 22% of the market, but attention has shifted to Chrome, which holds 65% market share, as it starts phasing them out in January 2024. Google faces a unique challenge balancing its advertising business with privacy concerns. Chrome’s Privacy Sandbox introduces alternatives like Interest Groups, Topics API, Related Website Sets, and Partitioned Cookies (CHIPS) to maintain ad relevance without invasive tracking. This shift aims to protect consumer data while supporting digital advertising needs.

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