Google Pushed Back Cookie Deprecation Deadline – Again

Thought Leadership, Digital

by: Dan Dalton, Director of Digital and Data

You can add this blog to your collection of us covering Google’s delay of phasing out third-party cookies. On April 24, 2024, Google announced that it would be pushing back its latest deadline to phase out third-party cookies, stating that sometime in 2025 is now the most likely timeline. As a reminder, the original announcement came in 2020 and has now been pushed back multiple times. 

Google is pointing to scrutiny coming from the U.K. Competition and Markets Authority (CMA) as the reason for the latest delay. 

Google made a statement via its The Privacy Sandbox News citing concerns from developers, regulators and the CMA:

“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. It’s also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.”

This change has little to no impact on how Vladimir Jones purchases and manages media on your behalf. We have been preparing for the absence of third-party cookies for the last few years and have solutions in place that do not rely on third-party cookies. However, this is a wider industry change that we are closely monitoring and will continue to provide updates as they occur.