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  • Writer's pictureMichael Burns

Google Delays Cutting Off Third-Party Cookies: What It Means and Why It Matters

Introduction to Google’s Latest Delay

Once again, Google has pushed back its plan to stop using third-party cookies in its Chrome browser. This is the third time they've delayed this plan since first announcing it back in January 2020. They want to make browsing the internet safer and more private for everyone, but it's proving to be a big challenge. Let’s break down why Google is taking more time and what it means for us.

Why the Delay?

Google’s decision to postpone the cookie cutoff comes as they try to balance feedback from different groups like regulators, the tech community, and others who have a stake in how online ads work. Specifically, the UK's Competition and Markets Authority (CMA) is keeping a close watch on the process to ensure that everything is done fairly. They’ve asked for more tests and data, Google postpones third-party cookie phase-out again, impacting web privacy and digital advertising strategies.

How People in the Industry Feel

This latest announcement from Google didn't really surprise many people who work in digital advertising. They’ve seen Google set and push back deadlines before, so many were skeptical about the original timeline. Advertisers have had to stay on their toes, always ready to adjust to new changes as Google figures out the best way to remove cookies without causing chaos in the advertising world.

What’s Next?

Google now says that it hopes to start removing third-party cookies by early next year, but that will only happen if they can address all the concerns from the CMA and get the green light. They're working on new technologies that could replace cookies, but these alternatives need to be tested and approved. This means we might not see any major changes until everything is thoroughly checked and agreed upon.

Why This Matters for Advertisers

For advertisers, these delays mean more time to adjust to a future without third-party cookies. This is good news because it gives them a chance to test out new ways of reaching customers that don’t rely on cookies. However, it also means living with uncertainty for a bit longer, as they wait to see what Google’s final plan will look like.


Google’s slow and steady approach to phasing out third-party cookies shows just how tricky it is to change something so fundamental to how the internet works. While this means we’ll still see cookies around for a bit longer, it also shows Google's commitment to getting this change right, ensuring that when cookies do go away, it’s done in a way that’s good for both privacy and business.

Final Thoughts

Navigating these changes is a bit like preparing for a big shift in the way we drive cars, but instead of cars, it's how ads reach us online. While the finish line for cookies keeps moving, it's an opportunity for smart advertisers to get ahead by embracing new technologies and preparing for the future of digital advertising.

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