Google pushes back cookie phaseout to 2024
Google has extended its selfimposed deadline for the phasing out of third-party cookies for another year citing consistent feedback asking for more time to evaluate and test the new Privacy Sandbox technologies.
This is the second time the deadline has been extended with Google originally planning to discontinue third-party cookies this year.
Anthony Chavez, Vice President of Google’s Privacy Sandbox initiative says this feedback aligns with Google’s commitment to the Competition and Markets Authority to ensure that the Privacy Sandbox provides effective technologies and that the industry has sufficient time to adapt.
“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.”
This has been met favourably from technology company Outbrain with Ayal Steiner, Vice President, Global VP Advertising saying this decision is a good move.
“We believe that marketers should carefully consider their platform partners and focus on those that can deliver results without cookies. In addition, we believe that the open web advertising business model needs to evolve beyond CPM (cost-per-thousand impressions) in order to better match results and outcome-based buying. Paying simply to appear is no longer good enough.”