Marketing Insights

Google Delays 3rd-Party Cookie Depreciation

Google has announced that it will once again postpone the depreciation of third-party cookies on Chrome. Third-party cookies will continue to be present in the software until at least the second half of 2024.

Anthony Chavez, vice president of Google’s Privacy Sandbox, indicates the delay will provide a much-needed extension to prepare Google’s cookieless marketing solutions.

Google originally announced its cookie-retirement plan in 2020, stating that it would begin implementation in 2022. Last year’s timetable was pushed back until 2023, and now it’s being delayed again. Some are wondering if Google will ever pull the trigger on removing cookies from its platform.

The fact is that third-party cookies were essential for the growth of digital marketing. They allowed for retargeting and personalization, which are now standard features. Cookieless marketing is the future of advertising, but it’s still in its early stages. Google’s delay will give digital marketers time to develop solutions for a cookieless world.

Google’s Privacy Sandbox is seeking to be a leader in cookieless marketing efforts. And it needs to be. Google’s own revenue relies upon cookies. Advertising produced the bulk (81.2%) of Google’s 2021 revenue. As some platforms like Apple have provided users with more privacy features, Google’s profits have lessened. Google reported its slowest quarter-to-quarter growth since the height of the pandemic in 2020 last week.

Chrome’s continued use of cookies will ultimately give Google more time to prepare cookieless marketing solutions and protect its bottom line, both now and in the future.

How is MHP/Team SI preparing for a cookieless future?

Despite the fact that many providers (such as Google) still resist deleting third-party cookies, advertisers should not give up hope of a cookieless future. The day is approaching, and we must be prepared with methods to continue delivering brands the outcomes they want.

We first spoke about cookieless marketing a year ago, when we wrote about how the company was researching and testing ways to identify internet audiences without using cookies. First-party data, CRMs, and contextual advertising are all options that do not require the use of cookies to reach customers.

Over the next two years, we will continue to test and research solutions as we anticipate the end of third-party cookies. You can be sure that we’ll be proactive rather than reactionary.

There is one constant in marketing: change. Our innovative nature enables us to predict and act swiftly on change.

The future of marketing in a cookieless world is fascinating. We’re excited to face each new obstacle it throws our way.


Caleb Byrd