First-Party vs Third-Party Cookies in 2026: What Actually Changed

For years, the story was that third-party cookies were going away. In 2026 the picture is more mixed: some browsers block them, Chrome still allows them, and trackers have moved toward methods that look first-party.

The difference

• First-party cookies are set by the site in your address bar. They keep you signed in, remember your cart and store your settings.
• Third-party cookies are set by other companies whose code is embedded in the page, such as ad networks and social buttons. Because the same company appears on many sites, its cookie can follow you across them.

What each browser does now

• Safari has blocked third-party cookies by default since 2020, and limits many cookies set by scripts to seven days.
• Firefox has used Total Cookie Protection by default since 2022, giving each site its own separate cookie jar, so a cookie can't follow you between sites.
• Chrome still allows third-party cookies by default. Google dropped its plan to remove them in 2024, decided in 2025 not to add a new choice prompt, and in October 2025 retired most of the Privacy Sandbox tools meant to replace them.

See the full third-party cookie timeline.

What actually changed: tracking went first-party

As browsers restricted third-party cookies, the tracking industry adapted:

• Server-side tracking: the site sends data about your visit straight to ad platforms from its own server. See conversion APIs.
• Disguised trackers: tracking services run on a subdomain of the site you're on, so their cookies count as first-party.
• Logins and email addresses: signing in or giving your email links your activity across devices and sites.
• Fingerprinting: identifying your browser from its settings, with no cookie at all. See tracking without cookies.

Should you block first-party cookies?

Usually not. Blocking them breaks sign-ins, carts and preferences. Focus on third-party cookies and trackers instead.

What you can do

1. Block third-party cookies in Chrome's Settings → Privacy and security → Third-party cookies.
2. Reject non-essential cookies on banners. Cookie Auto-Reject clicks the reject option on many banners for you.
3. Clear cookies for sites you don't use, or use a separate browser profile for shopping and social media.
4. Ghost Browser makes random background visits, so the interest profile built from your browsing is less accurate.