Because of the increased rejection by major browsers, third-party cookies have been living on borrowed time. On January 14th, Google announced support for third-party cookies in its Chrome browser would be phased out “within two years.”

Google wants to replace them with a browser-based mechanism as part of its “Privacy Sandbox” initiative, which was introduced last August. The initiative is arguably a response to increasing privacy pressure and partly a response to the rise of cookie-blocking by others.

[Read the full post at Marketing Land]

SourceGreg Sterling