Google Postpones Removal of Third-Party Cookies

Stay updated! Google’s decision to postpone the removal of third-party cookies impacts digital marketing strategies

Google has announced a delay in the removal of third-party cookies, originally scheduled for the second half of Q4 2024. This decision comes as a response to ongoing challenges and feedback from industry stakeholders, particularly from the UK’s Competition and Markets Authority (CMA).

Details of the Delay:

Google cites the need for more time to address concerns raised by the CMA regarding its Privacy Sandbox. Industry participants have been requested to provide feedback by the end of June, allowing the CMA sufficient time for review. Google aims to finalize agreements with the CMA and the UK’s Information Commissioner’s Office (ICO) by the end of the year, with plans to begin cookie deprecation in early 2025.

Impact on Marketers:

While the postponement means that cookies will remain in use for a little longer, marketers should not delay their post-cookie strategies. Instead, they should focus on building first-party data, experimenting with Google’s Privacy Sandbox, and exploring alternative targeting and measurement solutions during this extended period.

Summary

Google’s decision to delay the removal of third-party cookies underscores the complexities involved in transitioning to new privacy-centric advertising models. Marketers are urged to utilize this additional time wisely to adapt their strategies and prepare for a cookie-free future, ensuring continued effectiveness in targeting and measuring their campaigns.