Alert: end of third-party cookies postponed!
Google has just announced a change in its timetable for the end of third-party cookies on Chrome.
Why?
The initial phase-out, scheduled for mid-August 2024, coincided with the back-to-school period, black Friday, cyber Monday, etc., which are very important for advertisers. What’s more, the CMA, the British competition authority, was due to issue its report after the initial date.
Google has therefore decided to wait for the CMA’s report before providing any further information on the deletion of third-party cookies on Chrome.
What does the new timetable look like?
For the time being, the CMA is expected to issue a report in the summer of 2024. Google has therefore announced that it has postponed the deletion scheduled for S2 2024 to early 2025.
What does this mean for advertisers?
This delay doesn’t change the need to prepare, diversify targeting and reinforce measurement.
Third-party cookies are already unusable on Safari and Firefox, and increasingly inefficient on Chrome (CMP, Adblockers, cookie sync…).
We must continue to optimize data collection, diversify targeting modes, strengthen and evolve measurement, and implement server-side exchange protocols.