As soon as once more, Google has pushed again its deadline to deprecate third-party cookies in Chrome, this time till 2024.
Google initially introduced they’d part out cross-site monitoring cookies in early 2022. Final yr, that plan was delayed to 2023 with the introduction of Matters, which changed FLoC as their various resolution. On July 27, 2022, the search large postponed once more, asserting the dying of the third-party cookie in Chrome has been rescheduled for the second half of 2024. (Mark your calendar.)
Chrome’s Third-Get together Cookies Will Keep … for Now
In a weblog publish, Google’s VP of the Privateness Sandbox Anthony Chavez wrote that the delay was spurred on by “enter from builders, publishers, entrepreneurs, and regulators” throughout the trade:
“Probably the most constant suggestions we’ve acquired is the necessity for extra time to judge and check the brand new Privateness Sandbox applied sciences earlier than deprecating third-party cookies in Chrome. This suggestions aligns with our dedication to the CMA [the UK’s Competition and Markets Authority] to make sure that the Privateness Sandbox supplies efficient, privacy-preserving applied sciences and the trade has adequate time to undertake these new options. … For these causes, we’re increasing the testing home windows for the Privateness Sandbox APIs earlier than we disable third-party cookies in Chrome.”
– Anthony Chavez, VP of the Privateness Sandbox at Google
Google’s Up to date Timeline
It’s clear each Google and the ecosystem at massive had been feeling the strain of the looming deadline. Now, each builders and the general public may have extra time to check the brand new privateness options Google has been constructing as a part of its Privateness Sandbox initiative.
Right here’s a abstract of Google’s up to date timeline and what it entails:
- August 2022 – Privateness Sandbox trials increase to thousands and thousands of Chrome customers globally (they’re already out there to builders for testing)
- Q3 2022 by way of Q2 2023 – Trial populations are regularly elevated
- Q3 2023 – Privateness Sandbox APIs are launched and usually out there in Chrome
- Second half of 2024 – Third-party cookies will start to be phased out in Chrome
What’s Subsequent for Accomplice Advertising?
As an advertiser, an important factor to recollect is that this: the dying of the third-party cookie has not been cancelled — solely delayed. In case you are not ready for the cookieless future, then you definitely simply caught a fortunate break. However the finish remains to be coming, and you will have a privacy-centric resolution if you wish to measure your advertising efforts within the years forward.
That’s the place we are available in. The TUNE Accomplice Advertising Platform supplies native server-side monitoring options that permit entrepreneurs to get granular with out invading anybody’s privateness. You’ll be able to be taught the fundamentals about server-side monitoring in our pixels vs postbacks article. For an in-depth have a look at this and different cookieless strategies, obtain our information to monitoring for efficiency advertising campaigns. Or just e-mail us your questions at [email protected], and we’ll be blissful to stroll you thru it.
The dying of the third-party cookie is inevitable. Now there’s just a bit extra time to organize for it.
By no means miss a factor!
Need the products delivered straight to your inbox?
Join our weblog recap emails to remain in-the-know about digital advertising, analytics, and optimization.
Writer
Becky is the Senior Content material Advertising Supervisor at TUNE. Earlier than TUNE, she led a wide range of advertising and communications tasks at San Francisco startups. Becky acquired her bachelor’s diploma in English from Wake Forest College. After dwelling almost a decade in San Francisco and Seattle, she has returned to her dwelling of Charleston, SC, the place yow will discover her having fun with the solar and salt water together with her household.
