Google announced on July 27th that for the second time, they are delaying the deprecation of cookies on Chrome.

Third-party cookie deprecation is now slated for the second half of 2024.

Initially, Google planned to start the cookie deprecation process in early 2022, but announced in June 2021 that the date would be pushed to late 2023. Now, third-party cookie deprecation won’t happen for another two years.

The purpose of cutting the cookie is to give users more data privacy online. For Google, the key will be balancing the need to respect user privacy with empowering advertisers to continue to effectively do business online.

Google is currently developing and testing Privacy Sandbox APIs that will replace the third-party cookie while still allowing brands and retailers to provide targeted advertising.

The Privacy Sandbox APIs will provide “privacy-preserving alternatives to third-party cookies and other forms of cross-site tracking.”

Google says they have consistently received feedback that developers and marketers need more time to test the cookie alternative before cookies are completely deprecated. The APIs will start becoming available to users globally starting in August 2022 and will continue rolling out into 2023 so that advertisers can test the new cookie alternative out for themselves.

By H2 2024, Google will completely cut off support for third-party cookies on Chrome.

In the blog post announcement, Anthony Chavez, Google’s Vice President of Privacy Sandbox, writes:

“This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.”

The first time that cookie deprecation was pushed back, Google cited the “need to move at a responsible pace” and that it was “clear that more time is needed across the ecosystem to get this right” as reasons for the delay.

Third-party cookies provide data about a shopper’s interests, past purchases, frequently visited websites, and more. Any brand that uses data for online advertising and targeting will be impacted by Google’s decision to phase out third-party cookies on Chrome.

ROI Revolution’s digital experts are on the forefront of all the latest developments in online advertising. If you’re interested in talking to an expert about how third-party cookie deprecation or other upcoming privacy initiatives will impact your brand, reach out to our team today.