Google Delay's Phasing Out Third-Party Cookies until mid-2024

Google is delaying its plan to remove third-party cookies from Chrome to the second half of 2024. But, don't delay owning your first-party data.

Google Delay's Phasing Out Third-Party Cookies until mid-2024
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Google always seems to be changing things. From search algorithms to timeframes on a cookieless future. Previously, Google said that the plan was to phase out third-party cookies in 2023. Yet, on Wednesday, Google's VP of Privacy Sandbox, Anthony Chavez, announced that they plan to start the beginning of the end in the second half of 2024.

It seems that Google has yet to determine the proper path of what the future will look like while not hurting its business, which is heavily predicated on advertising revenue. As companies move towards a cookieless future, Google has to figure out how to help those companies focus on the new era of privacy-centric advertising without losing relevance. I wrote a piece on using first-party data in a cookieless world a few weeks ago, as 2023 is right around the corner as we edge closer to Q4 of 2022.

Related Article: First Party Data in a Cookieless World


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Google started a Privacy Sandbox initiative "to collaborate with the ecosystem on developing privacy-preserving alternatives to third-party cookies and other forms of cross-site tracking," according to Chavez. There have been mixed results with the trials with developers, thus far, resulting in the delay and refinement of the next iterations of advertising. Chavez gave some insight into the current state: