This is the 3rd time Google delayed the expected deprecation of cookies from third parties within their Chrome browser.
Google has delayed the deprecation of third-party cookies within Chrome this year because of different problems and greater scrutiny by authorities such as the U.K. Competition and Markets Authority (CMA),
Why we are concerned. Brands now have additional time to plan and consider alternatives to third-party cookie. This is, however, just another excuse for delay. The third-party cookie will eventually disappear but the way it is this year.
How does it work? Google is declaring: Google acknowledged concerns about the feedback and suggestions they’ve received from industry and regulators, developers along with CMA CMA in a press release they issued via the Privacy Sandbox News:
- “We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem.”
- “It’s also critical that the CMA has sufficient time to review all evidence including outcome from industry tests, which the CMA has asked market participants to favor by the end of June.”
- “Given these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.”
The new deadline is: Despite the delay, Google did not bring any specific date. Google said it was hopeful of completing the process in 2025. To remind us, Google first announced plans to eliminate cookies in January 2020..
Challenges: Since the first announcement of the move to completely eliminate cookies by 2024 there have been three major hurdles which have made this date impossible:
- 39 “concerns” raised by the CMA in January.
- Reservations made from the U.K. Information Commissioner’s Office (ICO).
- Google’s suggested alternatives to third-party cookies like Privacy Sandbox, for example. Privacy Sandbox are being criticized for their effectiveness.
