Google Postpones Third-Party Cookie Deprecation — Update for Publishers
Google recently announced that it will delay the much-anticipated elimination of third-party cookies. The deprecation of third-party cookies in Chrome, which was initially slated to begin in late 2022, will now begin in the second half of 2024.
This extension to 2024 was necessitated by Google's extension of its Privacy Sandbox APIs testing windows. It also gives Google time to deal with internal delays.
The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. - Anthony Chavez, Google’s Vice President of Privacy Sandbox
This delay is a welcome development for most publishers as it will allow sufficient time for the digital advertising industry to adopt new solutions.
Since early 2019 SHE Media has been selected by industry partners, advertisers and groups to design, test and provide feedback on many solutions. We have been lucky to be involved early on in these discussions and have already tested and adopted many strategies that will enable our publishers and us to thrive even after the cookie is deprecated. We continue to adopt new technologies and arm ourselves with solutions that work seamlessly with a privacy-first industry. We are committed to helping you our publishers, meet and exceed your monetization goals.
We will continue to work with Google and build new relationships with industry top players. This delay means more time to prepare, and we are already making the most of it.
What are Third-Party Cookies?
Cookies are small text files that are sent to a user's browser when they visit a website. These text files help the website store information about the user’s visit. Third-party cookies are associated with a different domain from the one the user is visiting. Third-party cookies are cookies placed by someone other than the website a user is currently visiting. They are placed by a third party. All cookies are used to collect data that helps the website remember information about the user's visit. They make the site easier to revisit and make the browsing experience more useful.
Read more about Third-Party Cookies
Apply to join the SHE Media Collective