Google has postponed the deprecation of third-party cookies in Chrome this year due to multiple challenges and increased scrutiny from the U.K. Competition and Markets Authority (CMA),
Why we care. Brands now have extra time to prepare and explore alternatives to third-party cookies. However, this is just another delay. Third-party cookies will eventually go away – just not this year.
What Google is saying: Google acknowledged concerns about the feedback and requests they have received from the industry, regulators, developers, and the CMA in a statement they released via Privacy Sandbox News:
New deadline: Despite the delay, Google did not provide a specific timetable. Google expressed hope for completion by 2025. As a reminder, Google first announced plans to phase out cookies in January 2020.
Hurdles: Since the first announcement of the shift to eliminate cookies by the end of 2024, there have been three main hurdles that have made this deadline unlikely: