{"id":29653,"date":"2024-04-03T11:44:09","date_gmt":"2024-04-03T11:44:09","guid":{"rendered":"https:\/\/thelegalcompany.nl\/?p=29653"},"modified":"2026-09-02T08:02:13","modified_gmt":"2026-09-02T08:02:13","slug":"the-era-of-intrusive-tracking-cookies-is-over","status":"publish","type":"post","link":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/","title":{"rendered":"The era of intrusive tracking cookies is over\u2026"},"content":{"rendered":"

Since 1 January 2024, Google has already started phasing out third-party cookies in its Chrome browser. Browsers such as Microsoft Edge, Safari and Firefox were already ahead of Google, but the most widely used browser, Google Chrome, still lagged behind. This initiative by Google will have a significant impact on the advertising market, as it changes the way online advertisements are targeted and measured. In our view, it is a good thing that these intrusive (tracking) cookies are finally being phased out, since they conflict with the General Data Protection Regulation (‘GDPR’).<\/p>\n

After all, the GDPR requires that internet users give informed consent for the use of their personal data, such as an IP address. Generally speaking, it can be said that the average internet user has no idea what they are consenting to and what the risks of that are.<\/p>\n

What are third-party cookies exactly?<\/strong>
\n<\/em>When a website visitor consents to third-party cookies, online tracking begins immediately. The visitor’s entire browsing behavior on the browser is tracked at the level of their own IP address. Based on this, relevant advertisements can be shown every time that person returns to the browser and lands on the websites of that “third party.”<\/p>\n

Although third-party cookies are disappearing from Google Chrome, commercial website owners can still continue to advertise to visitors in a targeted way based on their browsing behavior, but only after explicit consent. This happens via the cookie banner, where consent is then requested by means of a first-party cookie. However, visitors may no longer be asked for consent on behalf of third parties that also want to use the collected data. The cooperation between commercial website owners and advertising platforms that collect personal data and resell it to other website owners therefore comes to an end.<\/p>\n

Privacy Sandbox<\/strong>
\n<\/u>With the phasing out of these (third-party) advertising cookies, Google will introduce an alternative system called the ‘Privacy Sandbox’. This is intended to better protect visitors’ privacy through anonymous processing of browsing behavior. Visitors are then grouped based on their interests. Advertisers then gain access to that group if their product falls within those interests.<\/p>\n

Conclusion <\/strong>
\n<\/u>The abolition of third-party advertising cookies by Google and the introduction of the Privacy Sandbox promise a change in the way online advertisements are pushed (without explicit consent). This development places emphasis on privacy protection for website visitors. In our view, this is a step in the right direction for online privacy!<\/p>\n

Would you like to know more about regulations regarding cookies, direct marketing and webshop consumer protection, including privacy compliance? Then contact the lawyers at The Legal Company via info@thelegalcompany.nl<\/a> or 020 345 0152.<\/p>\n

Nothing is as changeable as legislation and regulation. Please note that our blogs may no longer align with current legislation and regulations and may therefore be outdated. If you have questions or a problem relating to this blog, or if you require legal assistance, please contact us.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Since 1 January 2024, Google has already started phasing out third-party cookies in its Chrome browser. Browsers such as Microsoft Edge, Safari and Firefox were already ahead of Google, but the most widely used browser, Google Chrome, still lagged behind. This initiative by Google will have a significant impact on the advertising market, as it […]<\/p>\n","protected":false},"author":2,"featured_media":23748,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"page_builder":"","iawp_total_views":0,"footnotes":"","_et_pb_custom_css":""},"categories":[214],"tags":[],"class_list":["post-29653","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-privacy-law"],"acf":[],"_et_pb_custom_css":"","yoast_head":"\nThe era of intrusive tracking cookies is over\u2026 - The Legal Company<\/title>\n<meta name=\"description\" content=\"Sinds 1 januari 2024 is Google al gestart met het uitfaseren van third-party cookies in zijn Chrome-browser. Dit initiatief van Google zal een aanzienlijke impact hebben op de advertentiemarkt, aangezien het de manier waarop online advertenties worden getarget en gemeten, verandert. Wat ons betreft een goede zaak dat eindelijk afscheid wordt genomen van deze ingrijpende (tracking) cookies. Dit aangezien deze in strijd zijn met de Algemene Verordening Gegevensbescherming (\u2018AVG\u2019).\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The era of intrusive tracking cookies is over\u2026 - The Legal Company\" \/>\n<meta property=\"og:description\" content=\"Sinds 1 januari 2024 is Google al gestart met het uitfaseren van third-party cookies in zijn Chrome-browser. Dit initiatief van Google zal een aanzienlijke impact hebben op de advertentiemarkt, aangezien het de manier waarop online advertenties worden getarget en gemeten, verandert. Wat ons betreft een goede zaak dat eindelijk afscheid wordt genomen van deze ingrijpende (tracking) cookies. Dit aangezien deze in strijd zijn met de Algemene Verordening Gegevensbescherming (\u2018AVG\u2019).\" \/>\n<meta property=\"og:url\" content=\"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/\" \/>\n<meta property=\"og:site_name\" content=\"The Legal Company\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-03T11:44:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-02T08:02:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/thelegalcompany.nl\/wp-content\/uploads\/2024\/04\/cookies.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2500\" \/>\n\t<meta property=\"og:image:height\" content=\"1728\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"devteam\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"devteam\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/\"},\"author\":{\"name\":\"devteam\",\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/#\\\/schema\\\/person\\\/e93b72dbe66192effeea36c4c44d5b0e\"},\"headline\":\"The era of intrusive tracking cookies is over\u2026\",\"datePublished\":\"2024-04-03T11:44:09+00:00\",\"dateModified\":\"2026-09-02T08:02:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/\"},\"wordCount\":493,\"image\":{\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/thelegalcompany.nl\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/cookies.jpg\",\"articleSection\":[\"Privacy Law\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/\",\"url\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/\",\"name\":\"The era of intrusive tracking cookies is over\u2026 - The Legal Company\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/thelegalcompany.nl\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/cookies.jpg\",\"datePublished\":\"2024-04-03T11:44:09+00:00\",\"dateModified\":\"2026-09-02T08:02:13+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/#\\\/schema\\\/person\\\/e93b72dbe66192effeea36c4c44d5b0e\"},\"description\":\"Sinds 1 januari 2024 is Google al gestart met het uitfaseren van third-party cookies in zijn Chrome-browser. Dit initiatief van Google zal een aanzienlijke impact hebben op de advertentiemarkt, aangezien het de manier waarop online advertenties worden getarget en gemeten, verandert. Wat ons betreft een goede zaak dat eindelijk afscheid wordt genomen van deze ingrijpende (tracking) cookies. Dit aangezien deze in strijd zijn met de Algemene Verordening Gegevensbescherming (\u2018AVG\u2019).\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/#primaryimage\",\"url\":\"https:\\\/\\\/thelegalcompany.nl\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/cookies.jpg\",\"contentUrl\":\"https:\\\/\\\/thelegalcompany.nl\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/cookies.jpg\",\"width\":2500,\"height\":1728},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/the-era-of-intrusive-tracking-cookies-is-over\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The era of intrusive tracking cookies is over\u2026\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/\",\"name\":\"The Legal Company\",\"description\":\"Juristen voor het bedrijfsleven\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/#\\\/schema\\\/person\\\/e93b72dbe66192effeea36c4c44d5b0e\",\"name\":\"devteam\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/de35b4a8e5902644cd0a588c686c4a2f4afcbf52c653e97d48799a725fbaad23?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/de35b4a8e5902644cd0a588c686c4a2f4afcbf52c653e97d48799a725fbaad23?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/de35b4a8e5902644cd0a588c686c4a2f4afcbf52c653e97d48799a725fbaad23?s=96&d=mm&r=g\",\"caption\":\"devteam\"},\"url\":\"https:\\\/\\\/thelegalcompany.nl\\\/en\\\/author\\\/devteam\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The era of intrusive tracking cookies is over\u2026 - The Legal Company","description":"Sinds 1 januari 2024 is Google al gestart met het uitfaseren van third-party cookies in zijn Chrome-browser. Dit initiatief van Google zal een aanzienlijke impact hebben op de advertentiemarkt, aangezien het de manier waarop online advertenties worden getarget en gemeten, verandert. Wat ons betreft een goede zaak dat eindelijk afscheid wordt genomen van deze ingrijpende (tracking) cookies. Dit aangezien deze in strijd zijn met de Algemene Verordening Gegevensbescherming (\u2018AVG\u2019).","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/","og_locale":"en_US","og_type":"article","og_title":"The era of intrusive tracking cookies is over\u2026 - The Legal Company","og_description":"Sinds 1 januari 2024 is Google al gestart met het uitfaseren van third-party cookies in zijn Chrome-browser. Dit initiatief van Google zal een aanzienlijke impact hebben op de advertentiemarkt, aangezien het de manier waarop online advertenties worden getarget en gemeten, verandert. Wat ons betreft een goede zaak dat eindelijk afscheid wordt genomen van deze ingrijpende (tracking) cookies. Dit aangezien deze in strijd zijn met de Algemene Verordening Gegevensbescherming (\u2018AVG\u2019).","og_url":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/","og_site_name":"The Legal Company","article_published_time":"2024-04-03T11:44:09+00:00","article_modified_time":"2026-09-02T08:02:13+00:00","og_image":[{"width":2500,"height":1728,"url":"https:\/\/thelegalcompany.nl\/wp-content\/uploads\/2024\/04\/cookies.jpg","type":"image\/jpeg"}],"author":"devteam","twitter_card":"summary_large_image","twitter_misc":{"Written by":"devteam","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/#article","isPartOf":{"@id":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/"},"author":{"name":"devteam","@id":"https:\/\/thelegalcompany.nl\/en\/#\/schema\/person\/e93b72dbe66192effeea36c4c44d5b0e"},"headline":"The era of intrusive tracking cookies is over\u2026","datePublished":"2024-04-03T11:44:09+00:00","dateModified":"2026-09-02T08:02:13+00:00","mainEntityOfPage":{"@id":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/"},"wordCount":493,"image":{"@id":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/#primaryimage"},"thumbnailUrl":"https:\/\/thelegalcompany.nl\/wp-content\/uploads\/2024\/04\/cookies.jpg","articleSection":["Privacy Law"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/","url":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/","name":"The era of intrusive tracking cookies is over\u2026 - The Legal Company","isPartOf":{"@id":"https:\/\/thelegalcompany.nl\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/#primaryimage"},"image":{"@id":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/#primaryimage"},"thumbnailUrl":"https:\/\/thelegalcompany.nl\/wp-content\/uploads\/2024\/04\/cookies.jpg","datePublished":"2024-04-03T11:44:09+00:00","dateModified":"2026-09-02T08:02:13+00:00","author":{"@id":"https:\/\/thelegalcompany.nl\/en\/#\/schema\/person\/e93b72dbe66192effeea36c4c44d5b0e"},"description":"Sinds 1 januari 2024 is Google al gestart met het uitfaseren van third-party cookies in zijn Chrome-browser. Dit initiatief van Google zal een aanzienlijke impact hebben op de advertentiemarkt, aangezien het de manier waarop online advertenties worden getarget en gemeten, verandert. Wat ons betreft een goede zaak dat eindelijk afscheid wordt genomen van deze ingrijpende (tracking) cookies. Dit aangezien deze in strijd zijn met de Algemene Verordening Gegevensbescherming (\u2018AVG\u2019).","breadcrumb":{"@id":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/#primaryimage","url":"https:\/\/thelegalcompany.nl\/wp-content\/uploads\/2024\/04\/cookies.jpg","contentUrl":"https:\/\/thelegalcompany.nl\/wp-content\/uploads\/2024\/04\/cookies.jpg","width":2500,"height":1728},{"@type":"BreadcrumbList","@id":"https:\/\/thelegalcompany.nl\/en\/the-era-of-intrusive-tracking-cookies-is-over\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/thelegalcompany.nl\/en\/"},{"@type":"ListItem","position":2,"name":"The era of intrusive tracking cookies is over\u2026"}]},{"@type":"WebSite","@id":"https:\/\/thelegalcompany.nl\/en\/#website","url":"https:\/\/thelegalcompany.nl\/en\/","name":"The Legal Company","description":"Juristen voor het bedrijfsleven","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/thelegalcompany.nl\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/thelegalcompany.nl\/en\/#\/schema\/person\/e93b72dbe66192effeea36c4c44d5b0e","name":"devteam","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/de35b4a8e5902644cd0a588c686c4a2f4afcbf52c653e97d48799a725fbaad23?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/de35b4a8e5902644cd0a588c686c4a2f4afcbf52c653e97d48799a725fbaad23?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/de35b4a8e5902644cd0a588c686c4a2f4afcbf52c653e97d48799a725fbaad23?s=96&d=mm&r=g","caption":"devteam"},"url":"https:\/\/thelegalcompany.nl\/en\/author\/devteam\/"}]}},"_links":{"self":[{"href":"https:\/\/thelegalcompany.nl\/en\/wp-json\/wp\/v2\/posts\/29653","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thelegalcompany.nl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thelegalcompany.nl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thelegalcompany.nl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/thelegalcompany.nl\/en\/wp-json\/wp\/v2\/comments?post=29653"}],"version-history":[{"count":1,"href":"https:\/\/thelegalcompany.nl\/en\/wp-json\/wp\/v2\/posts\/29653\/revisions"}],"predecessor-version":[{"id":29654,"href":"https:\/\/thelegalcompany.nl\/en\/wp-json\/wp\/v2\/posts\/29653\/revisions\/29654"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thelegalcompany.nl\/en\/wp-json\/wp\/v2\/media\/23748"}],"wp:attachment":[{"href":"https:\/\/thelegalcompany.nl\/en\/wp-json\/wp\/v2\/media?parent=29653"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thelegalcompany.nl\/en\/wp-json\/wp\/v2\/categories?post=29653"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thelegalcompany.nl\/en\/wp-json\/wp\/v2\/tags?post=29653"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}