Google Delays Third-Occasion Cookie Deprecation (Once more) to Late 2024


Photograph by Lisa on Pexels

As soon as once more, Google has pushed again its deadline to deprecate third-party cookies in Chrome, this time till 2024.  

Google initially introduced they might section out cross-site monitoring cookies in early 2022. Final 12 months, that plan was delayed to 2023 with the introduction of Matters, which changed FLoC as their different resolution. On July 27, 2022, the search big postponed once more, asserting the dying of the third-party cookie in Chrome has been rescheduled for the second half of 2024. (Mark your calendar.) 

Chrome’s Third-Occasion Cookies Will Keep … for Now 

In a weblog submit, Google’s VP of the Privateness Sandbox Anthony Chavez wrote that the delay was spurred on by “enter from builders, publishers, entrepreneurs, and regulators” throughout the trade: 

“Essentially the most constant suggestions we’ve acquired is the necessity for extra time to judge and check the brand new Privateness Sandbox applied sciences earlier than deprecating third-party cookies in Chrome. This suggestions aligns with our dedication to the CMA [the UK’s Competition and Markets Authority] to make sure that the Privateness Sandbox gives efficient, privacy-preserving applied sciences and the trade has enough time to undertake these new options. … For these causes, we’re increasing the testing home windows for the Privateness Sandbox APIs earlier than we disable third-party cookies in Chrome.” 

– Anthony Chavez, VP of the Privateness Sandbox at Google

Google’s Up to date Timeline 

It’s clear each Google and the ecosystem at massive had been feeling the stress of the looming deadline. Now, each builders and the general public can have extra time to check the brand new privateness options Google has been constructing as a part of its Privateness Sandbox initiative.  

Google's updated timeline pushes third-party cookie deprecation in Chrome back to 2024

Right here’s a abstract of Google’s up to date timeline and what it entails:  

  1. August 2022 – Privateness Sandbox trials increase to hundreds of thousands of Chrome customers globally (they’re already out there to builders for testing) 
  1. Q3 2022 via Q2 2023 – Trial populations are regularly elevated  
  1. Q3 2023 – Privateness Sandbox APIs are launched and usually out there in Chrome 
  1. Second half of 2024 – Third-party cookies will start to be phased out in Chrome 

What’s Subsequent for Associate Advertising? 

As an advertiser, an important factor to recollect is that this: the dying of the third-party cookie has not been cancelled — solely delayed. If you’re not ready for the cookieless future, then you definately simply caught a fortunate break. However the finish continues to be coming, and you’ll need a privacy-centric resolution if you wish to measure your advertising efforts within the years forward. 

That’s the place we are available. The TUNE Associate Advertising Platform gives native server-side monitoring options that enable entrepreneurs to get granular with out invading anybody’s privateness. You possibly can be taught the fundamentals about server-side monitoring in our pixels vs postbacks article. For an in-depth take a look at this and different cookieless strategies, obtain our information to monitoring for efficiency advertising campaigns. Or just e mail us your questions at [email protected], and we’ll be blissful to stroll you thru it. 

The dying of the third-party cookie is inevitable. Now there’s just a bit extra time to organize for it. 

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Becky Doles

Becky is the Senior Content material Advertising Supervisor at TUNE. Earlier than TUNE, she led a wide range of advertising and communications tasks at San Francisco startups. Becky acquired her bachelor’s diploma in English from Wake Forest College. After dwelling almost a decade in San Francisco and Seattle, she has returned to her house of Charleston, SC, the place you’ll find her having fun with the solar and salt water together with her household.

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