{"id":18809,"date":"2024-04-26T12:19:31","date_gmt":"2024-04-26T16:19:31","guid":{"rendered":"https:\/\/illumin.com\/?p=18809"},"modified":"2025-01-30T06:04:15","modified_gmt":"2025-01-30T11:04:15","slug":"google-delays-cookieless-yet-again","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/blog\/google-delays-cookieless-yet-again\/","title":{"rendered":"Google delays cookieless, yet again"},"content":{"rendered":"

Google has, for the third time, delayed its self-imposed deadline to eliminate third-party cookies from its Chrome browser. The company has already delayed the inevitable twice, and now it is pushing cookieless back a third time. Google announced the deadline shift on April 23, 2024, breaking its previous <\/span>promise to remove all third-party cookies<\/span><\/a> by the end of the second quarter of 2024.\u00a0<\/span><\/p>\n

The search giant attributes the delay to pressures from industry regulators. In its <\/span>official statement<\/span><\/a>, Google says the UK Competition and Markets Authority (CMA) needs \u201csufficient time to review all evidence including results from industry tests.\u201d\u00a0<\/span><\/p>\n

The UK antitrust regulator is keeping close tabs on Google\u2019s Chrome Privacy Sandbox, a tool central to the company\u2019s cookieless strategy. The CMA requested market feedback on the targeting tool by the end of June.\u00a0<\/span><\/p>\n

Roadblocks pushing back deadlines<\/span><\/h2>\n

The CMA is keen to ensure Google\u2019s elimination of third-party cookies doesn\u2019t have an explosive impact on the advertising industry. The CMA <\/span>ordered<\/span><\/a> Google to pause its cookie phase-out in February of 2024.<\/span><\/p>\n

Several publishers and AdTech companies prompted the CMA investigation after raising concerns regarding Google\u2019s Privacy Sandbox. The companies argue that the Privacy Sandbox self-preferences Google\u2019s own ad products, in particular Google Ad Manager. This potentially violates anti-competition rules.\u00a0<\/span><\/p>\n

In February of 2024, the Interactive Advertising Bureau (IAB) Tech Lab\u2019s Privacy Sandbox Task Force <\/span>also flagged<\/span><\/a> issues with Google\u2019s Privacy Sandbox, finding that many of its use cases for digital advertising aren\u2019t currently possible using the Sandbox\u2019s APIs.<\/span><\/p>\n

Since the Privacy Sandbox is so central to Google\u2019s plan, any delays in its production result in delays in the death of third-party cookies.\u00a0<\/span><\/p>\n

But even with the deadline (once again) extended, marketers should go ahead with their cookieless plans.\u00a0<\/span><\/p>\n

Don\u2019t get too comfy \u2013 cookieless is still happening<\/span><\/h2>\n

Even though Google is dragging in its plans to eliminate third-party cookies from its platforms, other companies like <\/span>Mozilla<\/span><\/a> have already gone ahead with their cookieless plans. More will come, and Google will (eventually) follow through on its promise.\u00a0<\/span><\/p>\n

Marketers must keep working to find the critical solutions needed to fill the gap third-party cookies leave behind. Just because they have been given an extension, doesn\u2019t mean marketers can afford to procrastinate.\u00a0<\/span><\/p>\n

Privacy concerns and issues surrounding consent are going to continue to put pressure on Google. These issues aren\u2019t going away, and so Google\u2019s promise to eliminate third-party cookies won\u2019t either. It is simply a matter of time.\u00a0<\/span><\/p>\n

Marketers should take this pause as a breather and use it to enhance their cookieless strategies<\/a> going forward. For marketers prepared for cookie loss, this gives them time to put their hard work into practice early and get a head start. For marketers left in the lurch by cookieless marketing, this time is a much-needed opportunity to learn and pivot before it’s too late.\u00a0<\/span><\/p>\n

Third-party cookies are still on the way out the door, but marketers have been given some time. They should use it wisely.<\/span><\/p>\n

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Learn all about what a cookieless future can look like on June 11 in an exciting webinar with <\/span>Ron Jacobson, Rockerbox CEO, and illumin’s own Tony Vlismas, SVP of Marketing. Learn more and register here<\/a>.\u00a0<\/span><\/p>\n

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