Google Chrome extends the deadline for deprecation of third-party cookie support into 2024.

Google delayed the deprecation of third-party cookies in Chrome by another year, with plans to start phasing them out in 2024 instead of 2023 as originally planned.

Google needs more time to test its Privacy Sandbox initiative, which is a less intrusive solution for delivering targeted advertising. Anthony Chavez, Vice President of Google’s Privacy Sandbox initiative, stated in a blog post:

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. 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.”

Google plans to gradually transition from third-party cookies to the Privacy Sandbox rather than abruptly replacing them with something new. A trial version of the Privacy Sandbox API is available to developers. In August, the trial will expand to millions of people globally.

Chavez continues:

“By Q3 2023, we expect the Privacy Sandbox APIs to be launched and generally available in Chrome. As developers adopt these APIs, we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024. As always, you can find up-to-date timelines and milestones on the Privacy Sandbox website.”

For marketers and advertisers, this means more time before adjusting your advertising strategies to target Chrome users.

At Acronym, we believe this move away from third-party cookies isn’t such a bad thing. Cookies were always directional. By focusing on the total customer journey and their engagement with your branded content or within your own app, you can capture more meaningful data, faster, and utilize it to deliver the experiences your customers crave. 

We’ll keep you posted on more cookie news from Google. In the meantime, if you need help transitioning to a more comprehensive view of your customer data, please contact us today. We’re here to help.

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