How marketers are rolling out cookieless strategies in 2024

Tom Craig, Chief Technology Officer, Resonate

In April, Google’s Chrome team announced the decision to delay — yet again — the deprecation of third-party cookies, this time to 2025. The reason cited was “ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers.” 

For many, the delay was both expected and welcome. Brands and agencies alike have expressed anxiety over how they will handle the loss of third-party cookies, and another postponement might feel like an additional chance to come up with a solution. But even though teams now have until next year, not only should they not wait, but there’s also no need to.

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