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Google Delays Cookie
Phase-Out Further

26/04/24

By:

Stephen Bond

Google announced that they will be pushing back the end of third-party cookies... again.

In a move likely to impact the entire digital advertising landscape, Google has announced another delay in its plan to phase out third-party cookies in Chrome. Originally slated for a 2022 retirement, the cookies will now persist until sometime in 2025.


This latest delay comes amidst ongoing industry concerns and regulatory scrutiny. Google cites the need for more time to develop and refine its alternative privacy-focused solutions under the umbrella of "Privacy Sandbox." These solutions aim to deliver targeted advertising without compromising user privacy.


Affiliate Flash’s Take:


The news comes as a relief to many in the advertising and affiliate marketing sectors who rely on third-party cookies for ad targeting and campaign measurement. The delay provides more time for businesses to adapt their strategies for a cookieless future.


However, privacy advocates remain cautious. They urge Google to prioritize user privacy and ensure transparency in the development of Privacy Sandbox initiatives.


The next two years will be crucial for Google. It must not only refine its Privacy Sandbox solutions but also navigate the complex regulatory landscape. With 2025 now on the horizon, the online advertising industry waits with bated breath to see the shape of a post-cookie future.


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