Why Did Google Delay the 3rd Party Cookie Deprecation Until ‘24?
Digital Marketing
May 02 2023
By now, you’re likely aware that Google planned to phase out third-party cookies in 2023 in an effort to encourage more private ways of tracking users on the web and step away from cookies that could track a person’s web browsing history without their knowledge.
Although the initial plan was to start deprecating cookies in 2023, Google has since decided to delay third-party cookie deprecation until 2024 after receiving some pushback and other concerns about the plan. This delay gives you more flexibility in the coming months, so you can prepare for a future using Google’s Privacy Sandbox. Here’s what you need to know about the delay and what to expect in the coming year.
What’s the Reason for the Delay?
Ultimately, Google decided to hold off on third-party cookie deprecation in 2022 and 2023 because it wanted more time to test its Privacy Sandbox. The company also felt that developers, in particular, wanted to have more time to look at the Privacy Sandbox tools they’d be using in the future, making the phase-out riskier than Google would like.
According to Google’s Vice President of Privacy Sandbox, Anthony Chavez, Google extended the timeline only after developers made their concerns known. He is quoted saying, “This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive without relying on cross-site tracking identifiers or covert techniques like fingerprinting.”
Third-Party Phase-Out Expectations in 2024
As this is the second time that Google has delayed the deprecation of third-party cookies, it’s particularly important to take the coming phase-out seriously. While it’s not known if Google will delay the phase-out again, it’s unlikely that the company will do so. You need to be prepared based on the current timeline.
Google now has a deadline of the end of 2024 due to developer feedback from developers — so what will Google do to make the transition easier for everyone? As of now, it appears the company plans to open Privacy Sandbox trials to Chrome users all over the world. Testing will continue through the first few quarters of 2023.
In the third quarter of 2022, Google launched the Privacy Sandbox API and all associated products in Chrome. Developers on your team have access to Privacy Sandbox APIs now to begin familiarizing themselves with the product. You can also find an up-to-date Privacy Sandbox timeline on the Privacy Sandbox website.
How Does the Delay Benefit Digital Marketers?
The delay of third-party cookie deprecation benefits digital marketers in some ways. First, it will help your team start building an advertising ecosystem that will work even after cookie deprecation goes into effect. Your team now has a better opportunity to test cross-device ID tracking and Google’s Privacy Sandbox tools to come up with a “cookieless” targeting strategy. With the additional time to play around with tools and settings, you may find your perfect strategy well in advance of the changes.
If you were feeling stressed about the changes coming too quickly before, take the initiative toward future-proofing your targeting strategies well in advance of 2024 since the timeline has been delayed.
How Does the Delay Hurt Digital Marketers?
A delay in the launch of third-party cookie deprecation could be bad for your team if you don’t start thinking about the changes you need to make now. The postponement may also make it harder to convince your company leaders or other stakeholders about the need for a cookieless data system to stay prepared to target your preferred clientele. It’s also much easier to procrastinate when the end of third-party cookies is dragging out, but remember that Google is only delaying, not canceling, the roll-out.
Digital marketing is a constantly evolving practice, and staying current with changes like this gives your team the best chance to create successful digital campaigns while giving customers the online experience they deserve.
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