Browsers limit the use of cookies or will do so in the short term. As online marketers, we still use a lot of third-party cookies. In fact, every advertising platform depends on it. But this won't last long. Browsers are collectively on a collision course to get rid of third-party cookies for good. Here is an overview of how the most used browsers in the Netherlands currently deal with third-party cookies: browser Market share in the Netherlands Cookie Policy Chrome 51% Third-party cookies.
Phased out at the end of 2023. Safari 33% Third-party executive list cookies have been disabled by default since March 2020. All first-party cookies placed from JavaScript will be deleted after 7 days (incl. Google Analytics cookie). edge 6% By default, blocks all third-party cookies and trackers from sites you haven't visited yet. Samsung internet 4% Blocking third-party cookies is possible, but the default setting is not documented anywhere. Firefox 3% Blocks some of the third-party cookies by default.
The Safari browser even goes one step further. It also deletes certain first-party cookies after 7 days. This already has consequences for your Google Analytics data. For about 33% of your visitors, the returning visitors can only be recognized within a week. 2. Ad blockers stay Ad blockers are not new. Its use is slowly growing: 34% of the Dutch now use an adblocker. Some of them protect a large number of cookies by default. For this article, I did a little experiment with four common ad blockers.