Google's Plan to Deprecate Third-Party Cookies Delayed Once Again

As some of you may have heard from recent news, Google has decided to postpone the deprecation of third-party cookies beyond the initially planned date of Q4 2024. The search giant has cited regulators as the reason, with the Competition and Markets Authority (CMA) needing "sufficient time to review all evidence, including results from industry tests."

This marks the third time we've seen an extension to the "death of the cookie" date. However, it is less surprising this time, as the involvement of the CMA and others has increasingly (and justifiably) appeared to slow down the process.

Currently, the CMA is reviewing Google's Privacy Sandbox, the proposed privacy-first browser approach that Google will adopt post-"Cookie Apocalypse." But with parties such as the IAB Tech Lab citing over 40 issues with the proposed solution, we could be in for a lengthy process with an even more drawn-out back-and-forth between Google and regulators.

That being said, and despite the latest delays, the cookie will eventually crumble. Google has been clear about that. So, even though it seems we will have the remainder of this year to benefit from strong, cookie-led open market revenue, Content Ignite recommends the following:

• Continue to test and learn with Cookieless partners and plan for a cookieless future.
• Still budget for a drop in open market revenue in 2025 via Chrome. Most industry thought leaders are predicting somewhere in the region of 30% on Chrome inventory.
• Focus on future-proofing your business by working with a partner who is agile enough to make the necessary improvements for you in the future.

Despite the recent news, Content Ignite will continue to test and learn with new partners and integrate the relevant technology partners into the "Fusion" platform to enable publishers to thrive in a cookieless world.

For more information on Content Ignite's plans and to get an update on Fusion, please get in touch.