Google delays third-party cookie deprecation: Ad industry reaction

April 25th, 2024

In the news: ExchangeWire’s roundup of industry experts’ insights what the latest delay in Google’s cookie deprecation timeline means. Google announced a third delay in third-party cookie deprecation; the timeline has shifted from year-end 2024 to mid-year 2025.

Verve Group’s Gaylord Zach, head of mobile product, weighs in:

“This could potentially be the final extension to Chrome’s Privacy Sandbox timeline and third-party cookie deprecation. The 1% cookie deprecation started earlier this year was the much-needed wake-up call to the industry to get ready for a privacy-preserving future. It’s good to see that Google cooperates and listens to the needs of the industry. These privacy APIs have been published for several years already, but only recently the pressure grew to the point where much-needed industry feedback and feature requests are raised.

Noteworthy to say, the Android Privacy Sandbox timeline (in-app) remained unchanged. I bet Google will be on top of things for both Chrome and Android, considering the progress they’ve made so far. It’s encouraging to see how industry feedback is addressed and is making a real impact on Google’s decisions. I see this as a positive move.”

Read the full article on The Drum.

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