Third-Party Cookie Deprecation in Chrome: timeline pushed back to early 2025

Google yesterday announced a delay in its plan to phase out third-party cookies in Chrome. According to the company's Q1 2024 report to the UK Competition and Markets Authority (CMA), published on April 23, 2024, the deprecation will now likely occur in early 2025.

This shift in timeline reflects Google's acknowledgement of ongoing challenges. The company cites the need to reconcile feedback from various stakeholders, including industry representatives, regulators, and developers. Additionally, ensuring sufficient time for the CMA to review all evidence, particularly results from industry tests requested by the CMA by the end of June 2024, was deemed crucial.

While the exact date remains subject to reaching an agreement with the CMA, Google's commitment to close collaboration with both the CMA and the Information Commissioner's Office (ICO) throughout 2024 suggests a potential resolution this year.

What this means for marketers

This delay provides a valuable window for marketers to prepare for a future with limited third-party cookie functionality. Here are some key steps to consider:

• Revisit data strategy: Evaluate your current reliance on third-party cookie data for audience targeting, measurement, and personalization. Explore alternative solutions, such as first-party data collection strategies, contextual targeting options, and privacy-preserving measurement tools offered by Google's Privacy Sandbox initiative.
• Invest in first-party data collection: Building strong first-party data collection practices is essential. This involves obtaining user consent for data collection and offering value in exchange for that data, such as personalized content or exclusive offers. Consider employing various methods for first-party data collection, including website forms, loyalty programs, and preferences settings.
• Explore contextual targeting: Contextual targeting leverages the content of a webpage to deliver relevant ads. By understanding the context of your target audience, you can tailor your message without relying on individual user tracking. Techniques like keyword targeting and content analysis can become more important in your strategy.
• Test and refine Privacy Sandbox solutions: As Google continues to develop Privacy Sandbox APIs, actively participate in testing these solutions. This will allow you to gain familiarity with the new tools and assess their effectiveness for your specific needs.
• Prioritize transparency and user trust: Building trust with users is paramount in the evolving privacy landscape. Be transparent about your data collection practices and how you use user data. Prioritize user consent and provide clear options for users to control their data.