#Google delays third-party cookie phase-out to 2025 (maybe)
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For the third time, Google has postponed the anticipated deprecation of third-party cookies in its Chrome browser.
Why we care. Brands now have extra time to prepare and explore alternatives to third-party cookies. However, this is just another delay. Third-party cookies will eventually go away – just not this year.
What Google is saying: Google acknowledged concerns about the feedback and requests they have received from the industry, regulators, developers, and the CMA in a statement they released via Privacy Sandbox News:
- “We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem.”
- “It’s also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June.”
- “Given these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.”
New deadline: Despite the delay, Google did not provide a specific timetable. Google expressed hope for completion by 2025. As a reminder, Google first announced plans to phase out cookies in January 2020.
Hurdles: Since the first announcement of the shift to eliminate cookies by the end of 2024, there have been three main hurdles that have made this deadline unlikely:
- 39 “concerns” raised by the CMA in January.
- Reservations voiced by the U.K. Information Commissioner’s Office (ICO).
- Google’s proposed alternatives to third-party cookies, such as the Privacy Sandbox, facing criticism for their efficacy.
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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