Publisher insider #100: Google Further Postpones Third-Party Cookie Deprecation
3rd party depreciation has got most publishers on the edge. Meanwhile, Google has postponed the cookie apocalypse for the third time. This gives websites and services more time to migrate away from third-party cookies.
The Cookie Monster Needs To Wait For the Treat
During the joint quarterly report by Google and the UK’s Competition and Markets Authority (CMA) on the Privacy Sandbox initiative, Google revealed its decision to delay the cookie deprecation.?
Google seems to have postponed the cookie deprivation due to the ongoing challenges in reconciling feedback from industry stakeholders and regulators. Notably, the UK's Competition and Markets Authority (CMA) has intensified its scrutiny.
Transitioning away from cross-site user tracking poses significant challenges, particularly in striking a balance between privacy concerns and advertiser interests. Google’s “deprecation trials” program offers temporary extensions for cookie access. 3rd party cookie deprecation is most likely to happen in early 2025.
You can read more about the 3rd party data deprecation postponement in this article.?
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