Experts are split as to whether the SameSite update is a precursor to Google further tightening its wider cookie policies, in a similar direction as Apple’s Intelligent Tracking Prevention and Firefox’s Enhanced Tracking Protection - not least as Google has an advertising business of its own to protect.On mobile – If you can’t see the Translate bar at the bottom of the page, you can request a translation instead. Is this the beginning of the cookieapocalypse? “It means that marketing pool is suddenly useless.” “The issue is the new standard cookies will not be compatible with the old cookie,” said Joyner. The biggest potential fallout could be for vendors who have built up cookie-reliant audience databases. Adobe, for example, has warned in a blog post that cookie matching might decrease for its Audience Manager customers as there’s a possibility some of its partners might not make the necessary changes in time. This tends to happen when a publisher owns a number of different websites and domains - so publishers looking to maintain single sign-ons spanning multiple domains would need to ensure their cookie configuration is compatible. Sometimes publishers use third-party cookies for logins and remembering user preferences when they should really be using first-party cookies, according to Kevin Joyner, director of planning and insight at digital marketing agency Croud. Google is encouraging publishers to review the alerts in their developer tools to check whether vendors, including ad tech and analytics providers, are setting or accessing third-party cookies on their sites without the correct labeling. They should also migrate to HTTPS secure pages, if they haven’t done so already. Publishers can begin testing whether their sites are affected by going to chrome://flags and enabling #same-site-by-default-cookies and #cookies-without-same-site-must-be-secure to see whether anything breaks. What do publishers need to do in order to get ready for February?
“In order to move the web ecosystem to a more healthy place, we are changing the default behavior for when SameSite is not specified to automatically default to a more secure option rather than a less secure option,” said a Google spokesperson.
A user might click on a nefarious link in an email that allows a bad actor the ability to log into their banking website, for example. Third-party cookies can make people vulnerable to malicious tracking, data leakage and can also make them susceptible to what are known as cross-site request forgery attacks.
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