Google Delays Cookie Deprecation Date Once Again
Google has once again delayed the death of the third-party tracking cookie in its Chrome browser. This is the third reprieve Google has given cookies since it first promised to phase them out in 2020. The next year, it pushed the date back to 2023 and then delayed it again to 2024. In its latest postponement, Google said in a blog, “we envision proceeding with third-party cookie deprecation starting early next year.” The search giant seemed on its way to phasing out cookies earlier this year after it cut off access to 1 percent of cookies in January. However, how and when Google would phase out a greater percentage of cookies was never clear, multiple ad industry insiders said.
Total Retail's Take: This is interesting news for retailers, and particularly their marketing teams, which rely on third-party cookies to identify and track customer behavior on their websites. That data collected via cookies then becomes the foundation for re-engagement and retargeting campaigns that are personalized to the recipient. This latest reprieve from Google gives retail marketers more time, but most have already actively begun implementing solutions to thrive in a post-cookie environment, including robust first- and zero-party datasets, utilizing loyalty programs with retail media network (RMN) buys, and testing new targeting options, including via RMNs. The smart move is to begin preparing for life without third-party cookies ... whenever that day may come.
