The Drum: Google is Doing What it Does Best: Delaying Third-Party Cookie Deprecation, Again
Extracted from The Drum, authored by Kendra Barnett
Google announced Tuesday that it will, for the third time, delay the deprecation of third-party cookies on its Chrome browser. It cited regulatory hangups and insufficient industry readiness.
“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,” the company said in a blog post.
Google’s original deadline for third-party cookie deprecation, set for January of 2020, promised the elimination of the user tracking technology within two years, with the aim of increasing consumers’ data privacy on the open web. However, the tech giant has since hit the brakes twice, citing the need to provide the ad industry with additional preparation time amid a landscape fraught with uncertainty. As an attempt at dipping a proverbial toe in the water, Google phased out cookies for 1% of browser traffic in early January…
…A delay – if it is only a slight delay as Google and the CMA seem to suggest – isn’t the end of the world, Amelia Waddington, chief product officer at search intelligence platform Captify, agrees. “If they really delay just until early 2025, this does not make a material difference to people who were already prepared, but might give a few more months of preparation for those that were starting to panic.”
Want to find out more? Read the full article on The Drum.
