Google Extends Timeline for Chrome's Third-Party Cookie Removal
Google has once again delayed the deprecation of third-party cookies in its Chrome browser. This decision comes as the company works to address concerns raised by the UK's Competition and Markets Authority (CMA) regarding the potential negative impact on the digital marketing industry and Google's competitors.
In 2022, the CMA highlighted that removing third-party cookies could unfairly disadvantage Google's competitors. They urged Google to revise its approach to the phase-out to mitigate these concerns.
Industry Challenges and CMA Review Process
Despite Google's efforts to comply with the CMA's recommendations, challenges remain. Reconciling feedback from various stakeholders, including industry players, regulators, and developers, has proven difficult. Additionally, Google recognises the need to allow the CMA sufficient time to review evidence, including results from industry tests requested by the CMA.
These factors have led Google to announce that the third-party cookie deprecation will not proceed in late 2024 as originally planned.
Third Delay and the "Privacy Sandbox"
This marks the third delay in Google's plan to remove cookie tracking. This ongoing update has caused anxiety within the advertising industry. Google has been developing its "Privacy Sandbox" proposals as an alternative to cookie tracking, aiming to minimise the impact of data loss on advertising campaigns.
However, any replacement solution will likely cause a significant shift in the industry. Reduced data insights are a natural consequence of this change.
Impact on Advertisers and the CMA's Role
While Google expresses confidence that its anonymized data alternatives will provide similar results, the industry impact is still expected to be substantial. The CMA's concerns stem from a desire to avoid disruption and protect advertisers from negative consequences.
Time for Preparation, But Proactive Steps Advised
This delay provides the advertising industry with additional time to prepare for the eventual cookie phase-out. However, reports suggest that many marketers are adopting a wait-and-see approach, intending to adjust their strategies only after the change takes effect.
While this strategy may be viable considering Google's alternative options, it's still crucial to gain a solid understanding of the upcoming changes.
