Google has postponed the phasing out of third-party cookies in Chrome until 2025. This decision follows several challenges and more intensive reviews by the UK's Competition and Markets Authority (CMA). This additional time provides organizations and businesses with a significant opportunity to adjust their digital strategies and explore alternative solutions.
Extra preparation time for companies
This delay gives companies and organizations more time to prepare and explore alternatives to third-party cookies. Although the end of third-party cookies is inevitable, it will not happen this year. Google has emphasized in a statement that they recognize the ongoing challenges and are committed to working with all stakeholders.
Challenges and responses from regulators
The delay is supported by the need to provide sufficient time for the CMA to review all evidence and results from industrial tests. These tests must be submitted by the end of June. Since the initial announcement to eliminate cookies by the end of 2024, three major obstacles have emerged:
Concerns expressed by the CMA
Reservations of the British Information Commissioner’s Office (ICO)
Criticism of Google's proposed alternatives such as the Privacy Sandbox
Impact and strategy for companies
What does this mean for your business? With the extra time, companies can reconsider their digital marketing strategies. They can adapt to new technologies that respect user privacy. It is essential to stay informed about developments within this changing landscape and proactively explore alternatives that are less dependent on third-party cookies.