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 section 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, saying the loss of life of the third-party cookie in Chrome has been rescheduled for the second half of 2024. (Mark your calendar.)
Chrome’s Third-Social gathering Cookies Will Keep … for Now
In a weblog put up, 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 business:
“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 offers efficient, privacy-preserving applied sciences and the business 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 giant had been feeling the stress 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 tens of millions of Chrome customers globally (they’re already accessible to builders for testing)
- Q3 2022 by means of Q2 2023 – Trial populations are progressively elevated
- Q3 2023 – Privateness Sandbox APIs are launched and usually accessible in Chrome
- Second half of 2024 – Third-party cookies will start to be phased out in Chrome
What’s Subsequent for Accomplice Advertising and marketing?
As an advertiser, a very powerful factor to recollect is that this: the loss of life of the third-party cookie has not been cancelled — solely delayed. If you’re not ready for the cookieless future, you then simply caught a fortunate break. However the finish remains to be coming, and you’ll need a privacy-centric resolution if you wish to measure your advertising and marketing efforts within the years forward.
That’s the place we are available. The TUNE Accomplice Advertising and marketing Platform offers native server-side monitoring options that enable entrepreneurs to get granular with out invading anybody’s privateness. You possibly can be taught the fundamentals about server-side monitoring in our pixels vs postbacks article. For an in-depth take a look at this and different cookieless strategies, obtain our information to monitoring for efficiency advertising and marketing campaigns. Or just electronic mail us your questions at [email protected], and we’ll be glad to stroll you thru it.
The loss of life of the third-party cookie is inevitable. Now there’s just a bit extra time to arrange for it.
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Creator
Becky is the Senior Content material Advertising and marketing Supervisor at TUNE. Earlier than TUNE, she led a wide range of advertising and marketing and communications initiatives at San Francisco startups. Becky acquired her bachelor’s diploma in English from Wake Forest College. After residing practically 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 along with her household.
