When will the cookie crumble? What does Google’s delay mean for the industry?
Google has delayed the end of third-party cookies in its Chrome browser for the third time, pushing the timeline back to beyond 2025.
The tech giant gave the update on “the plan for third-party cookie deprecation on Chrome” ahead of its first-quarter financials, due on Friday.
“We recognise 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,” a company spokesperson wrote, adding “we envision proceeding with third-party cookie deprecation starting early next year.”
“A non-cookie targeting approach using your first party data will be at least as good as a cookie-based approach and it sets you up for post cookie world while also allowing you to better target iOS devices and non-Chrome browsers.”
“as good as” is highly subjective. I am not sure advertisers with no first party data will say that. If anything this will prolong the timeline of agencies pitching banal ‘first party data strategies’ to clients with no meaningful upside