‘Enough is enough’: Google’s cookie delay ignites frustration from the ad industry
Google will not complete third-party cookie deprecation on Chrome this year, and the industry now has a fourth new deadline of ‘early 2025’ to anticipate.
Initially set for 2022, the phase out of third-party cookies in Chrome has faced multiple delays, now extended to early 2025.
Google has emphasised its ongoing collaboration with the UK's Competition and Markets Authority (CMA) to ensure a thorough review process. The CMA had set a deadline by the end of June for market participants to submit results from industry tests, influencing the timeline.
Speaking to PMW, a CMA spokesperson said: “We welcome Google’s announcement clarifying the timing of third-party cookie deprecation. This will allow time to assess the results of industry tests and resolve remaining issues.
“Under the commitments, Google has agreed to resolve our remaining competition concerns before going ahead with third-party cookie deprecation. Working closely with the ICO we expect to conclude this process by the end of 2024. Assuming our remaining competition concerns are resolved, Google expects to start third-party cookie deprecation in early 2025.”
Google now plans to release a specific update in their next quarterly report due on April 26, called Privacy Sandbox for the Web, where it will provide a specific update regarding the schedule for discontinuing third-party cookies in Chrome.
Ahead of this revised report, PMW spoke to 14 leaders from the performance marketing industry to get their input on what to expect next, and why marketers should no longer wait for Google before making the switch to cookieless advertising.
“The worst outcome of this news would be for companies to take their foot off the gas and coast."
Sara Vincent, Managing Director, UK, Utiq, said:
“I’m disappointed but hardly surprised by this latest delay, it was unlikely that Google was going to deprecate chrome in Q4, one of the highest revenue-generating quarters across our industry. My takeaway from this latest announcement is to actually keep calm and carry on. Chrome will at some point deprecate third party cookies, and so it would be prudent to continue testing alternatives and move away from such dependence on them. Let’s not also forget that 40% of the market is already cookieless, so solving for this should remain a priority.
“The worst outcome of this news would be for companies to take their foot off the gas and coast. What the industry needs, moving forward, is to align behind a better solution - one that is consent-based, open and transparent with consumers about the value exchange that powers the ad-funded web, and which puts their privacy first and centre.”
Read more in: Performance Marketing World
