Google Delays Deprecation of Third-Party Cookies until 2023

Google has today announced that it’s planning to delay the phasing out of third-party cookies in Chrome by another two years due to pushback from advertisers, publishers and the wider ad industry. Originally a 2022 implementation date, Google has stated that it has ‘become clear that more time is needed across the ecosystem to get this right’ and they will thereby be slowing down the rollout until mid-2023.

Matilda Rose Moir

First introduced back in 2019, The Privacy Sandbox initiative aims to protect user privacy whilst giving businesses the tools they need to thrive in the digital space. As part of this initiative, the deprecation of third-party cookies was announced – where Google will be replacing individual user tracking with group-based ad targeting. With the rollout delay advertisers and publishers alike will have the time and opportunity to test and build feasible alternatives.

Vinay Goel, Privacy Engineering Director at Google commented ‘In order to do this, we need to move at a responsible pace. This will allow sufficient time for public discussion on the right solutions, continued engagement with regulators, and for publishers and the advertising industry to migrate their services. This is important to avoid jeopardizing the business models of many web publishers which support freely available content.’

While the delay undoubtedly gives the industry more time to prepare, the deprecation of third-party cookies is still very much on the horizon and it’s more important now than ever before to prepare your infrastructure for a privacy-first world. To learn how you can future-proof your approach to digital marketing, join us on the 22nd of July for our upcoming event “Privacy – Cutting Through The Noise” and learn how to tackle the death of third-party cookies heads-on.

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