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Google’s third-party cookie deprecation plan for Chrome resembles an episode from the classic movie “Groundhog Day.” For the second time, Google has announced a delay in deploying the cookie deprecation standards, stating that it will not complete its third-party deprecation plans for the popular browser during the second half of Q4 2024.
Chrome’s widespread use for interacting with websites and apps, or for launching platforms to support business models means the delay will have significant ripple effects. Chrome commands over 65% of the global browser market, meaning a whopping two-thirds of the world relies on Chrome when accessing the internet.
What does the new cookie deprecation deadline mean for marketers, their campaigns and data operations strategies? The timing allows Google to further collaborate with the U.K.’s Competition and Markets Authority (CMA) on guidelines that will inform marketers about their marketing technology stacks. CMSWire Managing Editor Dom Nicastro outlined Google’s plans moving forward in his recent CMSWire post.
The delayed cookie deprecation in Chrome’s schedule involves more than merely pausing cookie-related campaign plans. Marketing executives are exploring the implications of this delay for their agency operations, clients and the industry as a whole.
Several agency executives shared their insights on the impact into the ongoing developments within their firms.
Ken Weiner, chief technology officer at GumGum, a contextual intelligence company, believes that marketers should abandon cookies immediately rather than waiting. “For marketers, the message is clear…Most of the industry, including mobile and other browsers like Safari, have already moved away from cookies or never used them in the first place. Don’t wait for Google’s shifting timeline to take action; the transition should be happening now. Keep in mind that regardless of cookies, the web’s future — driven by consumer preferences and regulatory changes — is identity-less.”
Eli Heath, head of identity at Lotame, a data collaboration platform, considered the latest delay “inevitable. Google gave us a hammer and told us we could force a screw into a surface. But more time is needed to build a screwdriver. The privacy sandbox was never built for purpose, but the delay grants publishers, brands, and ad tech with extra runway to test and evaluate alternative solutions.”
Related Article: Third-Party Cookie Deprecation: Preparing for Marketing’s Future
Matthew Engstrom, VP of marketing at Digital Remedy, a performance media partner for brands and agencies, sees the decision to push back the cookie deprecation deadline as an opportunity to improve data privacy management.
“This delay grants the industry additional time to enhance strategies around cookieless technologies,” Engstrom explains, “and refine practices that prioritize consumer privacy and trust. At Digital Remedy, we see this as a critical period for brands, agencies, and tech partners to focus on transparency and ethical data use. The prolonged timeline should be viewed not as a pause, but as an imperative to further innovate in privacy-first advertising solutions. It provides an opportunity to rebuild consumer trust by advancing how we inform users about data usage and by securing their consent in more clear and engaging ways.
“We advocate for a balanced approach where consumer benefits lead the way. Adapting to privacy-centric models doesn’t just comply with regulatory expectations but also aligns with evolving consumer preferences for transparency and control over their data. While the delay may allow for gradual adaptation, it also poses the risk of diminishing the urgency needed to drive significant changes across our industry. It is crucial for all stakeholders to remain committed to the goals of a cookieless future, ensuring readiness when the change eventually takes effect.”
Related Article: 4 Customer-Centric Strategies for Improving Data Privacy
Mateusz Jędrocha, VP of branding solutions at Adlook, a cookieless brand growth platform, noted how Google’s latest decision “underscores a critical juncture for the digital advertising ecosystem. While this delay might seem like a setback, it is a necessary pause that reflects the ongoing challenges and complexities in creating a privacy-focused web environment that also supports free access to content.
“The delay, influenced by regulatory scrutiny from bodies such as the CMA, highlights the importance of maintaining a balanced digital marketplace. The CMA’s involvement ensures that the transition away from cookies doesn’t disproportionately benefit any single entity, particularly platforms with dominant market positions. It’s vital for the industry to support efforts that allow for a fair competitive landscape, crucial for the broader open web ecosystem.
“Moreover, the extension offers a vital respite for many in the industry, particularly those who have not yet fully adapted to a cookieless environment. This additional time should be seen not as a delay but as an opportunity to enhance our readiness for a future where user privacy is paramount. Companies should recognize that the ongoing work to replumb the advertising frameworks that have been in use for over 20 years is a complex task. This further delay reflects the enormity of this challenge, underscoring the substantial work still required to transition effectively.
“As we look to the future, it’s clear that the industry must collaborate to develop standards and technologies that respect user privacy and ensure a diverse and competitive advertising landscape. The extended timeline should be used to foster innovation in data privacy and security, ensuring all stakeholders, from publishers to advertisers, are equipped for the next era of digital advertising.”
Matt Keiser, founder and CEO at LiveIntent, a people-based marketing platform, shared his relief that CMA was a potential influence on Google’s decision. “Kudos to the CMA for holding Google accountable, and ensuring that Google’s approach is very thoughtful to Publishers, especially when compared to Apple. Google has delayed the rollout of its cookie deprecation plan because they are thoughtful and has made good faith efforts to balance its corporate public-facing positioning with serving the Publishers and Brands who rely on Google’s ecosystem to survive.
“This stands in stark contrast to Apple, who are cynically painting publishers who rely on advertising dollars as villains so they can drive audiences to Apple-owned platforms. When Apple shut off third-party cookies on Safari, Publisher web CPMs dropped by 77%. When Apple shut off IDFA, Publishers’ mobile inventory suffered with a 50% drop in Facebook Audience Network CPM revenue.”
Related Article: Google Ending Cookies Tracking for 1% of Chrome Users in Early 2024
Uri Lichter, CEO of Intango, a marketing solutions company specializing in the digital media tech industry, suggests that marketers reorient how they see their goals ahead. “Marketers should take this extra time as a cue to proactively adapt,” says Lichter. “Focusing now on technologies that analyze the digital environment rather than the consumer — like contextual and intent-based advertising — will prepare them for a future where consumer privacy is paramount. As the industry evolves, adopting these privacy-compliant and contextually relevant approaches will not only meet regulatory standards but also enhance the effectiveness of digital engagements.”
Adam Roodman, SVP of product strategy and management at Yahoo, sees testing and operational opportunities. “Google’s new timeline helps the industry continue to test and adapt,” Roodman explains. “Beyond even cookies, non-addressable inventory will only increase and the industry should act now to prepare for these changes.”
Related Article: What Google Privacy Sandbox Means to Marketing Data and Analytics Strategy
Marketers will need to find new ways to target and measure their campaigns after Chrome is updated. The cookie deprecation delay just means another chance for marketers to reset their campaign tech. Consequently, they will have to really buckle down on developing ROI measurement without third-party cookies being a key measuring element.
Pierre DeBois is the founder and CEO of Zimana, an analytics services firm that helps organizations achieve improvements in marketing, website development, and business operations. Zimana has provided analysis services using Google Analytics, R Programming, Python, JavaScript and other technologies where data and metrics abide. Connect with Pierre DeBois:
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For over two decades CMSWire, produced by Simpler Media Group, has been the world’s leading community of customer experience professionals.
Today the CMSWire community consists of over 5 million influential customer experience, customer service and digital experience leaders, the majority of whom are based in North America and employed by medium to large organizations. Our sister community, Reworked, gathers the world’s leading employee experience and digital workplace professionals. And our newest community, VKTR, is home for professionals focused on deploying artificial intelligence in the workplace.