All the features you need in
a complete Ad Tech solutions provider

Get the latest updates and news from Trackier

Get new posts on email

Home » Blog » Performance Marketing » Google Delays Third-Party Cookies To 2024! Check Its Impact

Google Delays Third-Party Cookies To 2024! Check Its Impact

Written by Nikhil

Google has once more postponed the deprecation of third-party cookies in Chrome as part of the most recent adjustment to its self-imposed time frame. The IT giant has once again changed its course, this time saying that the phase-out will start in the second part of 2024 rather than 2023 as previously stated.

 The new delay comes at a time when, despite dire cautions from experts and shifting marketer priorities, the vision of what a cookieless future would look like has not yet come to light. Google’s attempts to replace some of the functionality of third-party cookies by introducing several Privacy Sandbox suggestions that have not been widely embraced have complicated issues.

Google Delays Third Party Cookies

Anthony Chavez, vice president of Privacy Sandbox, stated in a blog post announcing the revised schedule that “the most consistent feedback we’ve received is the need for more time to study and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome.” This methodical approach to moving away from third-party cookies guarantees that the web may continue to flourish without relying on covert methods like fingerprinting or cross-site tracking identifiers.

A mostly covert tracking technique that collects information about internet users is fingerprinting. 

The ad world will now have more time to test the Privacy Sandbox — which is scheduled to be launched and generally available by Q3 2023 — along with other privacy-focused identity solutions that have faced their struggles with testing and approval. But many industry experts stressed that despite Google’s shift, stakeholders should no longer delay implementing their plans to move on from third-party cookies, especially with the growth of cookieless environments.

Evaluating Innovative Approaches For Third Party Cookies

For those involved in the advertising industry who are trying to build and put into action post-cookie plans for monitoring and measurement, Google’s most recent revelation could be both a godsend and a nightmare. 

The postponement gives additional time, but it also makes the situation hazier regarding readiness, both inside and outside of Google’s Privacy Sandbox.

Due to Google’s continued postponement of the deadline, businesses that have invested development resources in initiatives like independent web IDs may now see a further setback.

Some experts were not surprised by the delay, particularly those who were keeping an eye on the problems with the most popular Privacy Sandbox ideas as well as the development and adoption of cookieless solutions.

Walled Gardens Rising

Beyond the Privacy Sandbox, several experts suggested that advertisers embrace other cookieless solutions, from first-party and behavioral data to ID-less targeting solutions that use artificial intelligence and dynamic creativity. But others stressed that the cookieless future is more about environments where cookies never were the coin of the realm, like in-app mobile, connected TV (CTV), and much of the open internet.

There’s no doubt that Google’s garden walls are continuing to rise. With that said, marketers would be wise to remember that other channels don’t — and never did — use cookie technology.

Moving beyond walled gardens will be imperative for advertisers and other stakeholders that are already feeling the pressure from changes to the data privacy landscape. Publishers in Europe are seeing high opt-out rates following the implementation of a reject-all cookies option, putting more power in the hands of big tech.

Marketers should be asking themselves if their investments are addressable, accountable, and measurable. Those who are making progress on their cookieless futures and negotiating based on business outcomes, rather than traditional reach and awareness metrics, can ensure media dollars are working harder than ever before.

 






More Blogs From Us

  • CTV, OTT Trends And Their Application 

    There was a CTV news break in 2021 that the streaming subscriptions in the US overtake the number of people. Can you imagine there are more subscriptions to video streaming services including Netflix, Amazon Prime, Hulu, HBO Max and Disney+ […]

    Read More
  • Taking Your Affiliate Advertising International

    Is business expansion always on your mind? Do you wish to take your business global? Well while spending on strategising your affiliate advertising, why not give it a global perspective? This will give your business exposure to international markets, which […]

    Read More
  • Benefits Of Couponing In Your Affiliate Marketing Strategy

    As a business owner, agency or an individual, we strive to be successful in our work. A successful affiliate marketing strategy sounds tempting as it grows the business rapidly. And who doesn’t want to grow their business while using techniques […]

    Read More
  • Make Your Brand Shine In Metaverse

    E-commerce will soon be completely dependent on the metaverse. The metaverse can enable firms to offer customers an unrivaled online purchasing experience through a number of technology advancements that all work together flawlessly. NFTs, augmented and virtual reality, online gaming, […]

    Read More
  • Learn To Boost Your Campaigns Using Referral Marketing

    Customer recommendations are a great way for a company to expand its clientele and bring on new, valuable customers. To increase market awareness, referral marketing builds on favorable word-of-mouth. In this post, we examine the advantages of referral marketing and […]

    Read More

Tap every user attribution in real-time with Trackier

You’re in!

subscribed

Thank you for subscribing to Trackier’s newsletter. We will send you only the best content, with actionable steps you can take to grow your business.

Everything you need to know about Deep Linking

X