{"id":33997,"date":"2022-08-29T17:55:51","date_gmt":"2022-08-29T14:55:51","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=33997"},"modified":"2025-01-06T13:24:45","modified_gmt":"2025-01-06T11:24:45","slug":"google-pushes-back-demise-of-third-party-cookies-to-2024","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/google-pushes-back-demise-of-third-party-cookies-to-2024\/","title":{"rendered":"Google Pushes Back Demise of Third-Party Cookies to 2024"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"33997\" class=\"elementor elementor-33997\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4d7b9be2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4d7b9be2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-62e6fcc5\" data-id=\"62e6fcc5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-38e148d elementor-widget elementor-widget-video\" data-id=\"38e148d\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/1Wl7aw06f5U&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-33a8a33 elementor-widget elementor-widget-text-editor\" data-id=\"33a8a33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h2><span style=\"font-weight: 400;\">Everything You Need To Know In Less Than 50 Words<\/span><\/h2><p><b>Advertisers have relied on Google third-party cookies to target prospective customers for decades. However, there are increasing calls for anti-tracking. Google recently delayed its third-party cookies initiative to the end of 2024, so they can design an alternative strategy that pleases regulators, users, and advertisers alike.<\/b><\/p><h2><span style=\"font-weight: 400;\">Tell Me More<\/span><\/h2><p><span style=\"font-weight: 400;\">If you&#8217;re wondering what third-party cookies are, we&#8217;ll share. Google and countless other sites have long used cookies to track users&#8217; actions on their sites and across the internet to gain a better perspective on user interests, whether to gain a competitive edge or to personalize marketing efforts to them. Internet users have long expressed concerns about this tracking violating their privacy.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This pushback from the public resulted in Google announcing that they would be doing away with third-party cookies on Google Chrome by the second half of 2023. Late last month, Google announced that it wouldn&#8217;t be doing away with its cookies tracking until the latter part of 2024. This delay came as welcome relief from advertisers that have used cookies to help them more effectively deploy cookies since the 1990s.\u00a0<\/span><\/p><h3><span style=\"font-weight: 400;\">Testing Strategies<\/span><\/h3><p><span style=\"font-weight: 400;\">Google has long been testing different strategies that would allow it to continue deploying targeted ads without harvesting users&#8217; personally identifiable information to do so. Their Privacy Sandbox project, which rolled out in 2019 and involved testing on Android mobile devices, aimed to test the ad efficiency when users&#8217; personal details weren&#8217;t readily available.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">While it&#8217;s unclear how that testing went, the delays in implementing their plans may indicate things aren&#8217;t going as planned. An initial announcement of the company&#8217;s plans to do away with Google third-party tracking in 2020 promised it would happen by 2022. Then, the date got pushed back to 2023. Now the planned eradication of third-party cookie tracking is 2024.<\/span><\/p><p><span style=\"font-weight: 400;\">Google hinted at some of the factors causing the internet giant&#8217;s latest delayed rollout of its anti-tracking program when announcing its pushback to 2024. For one, Google has publicly dealt with government regulators in the United States and the United Kingdom, accusing them of anti-trust violations for silencing personal data about clients&#8217; customers.<\/span><\/p><h3><span style=\"font-weight: 400;\">Recent Statements<\/span><\/h3><p><span style=\"font-weight: 400;\">When making their most recent statement about the delay, Google suggested that their developers were still refining their designs based on the input they have received from W3 regulators, publishers, developers, and marketers. They also took a jab at fellow tech companies who haven&#8217;t yet eliminated third-party cookies, including Adobe and Criteo. They noted that these companies need to re-assess their handling of third-party cookies as well.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e912f01 elementor-widget elementor-widget-text-editor\" data-id=\"e912f01\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Other tech giants, including Apple&#8217;s Safari and other browsers, phased out third-party cookies on their platforms some time ago. Some analysts suggest that Google&#8217;s delayed rollout of its anti-tracking initiatives has faced pushback from the brands they work with. Google is the largest online advertising company in the world.<\/span><\/p><h3><span style=\"font-weight: 400;\">Final Thoughts<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Since Google generates the bulk of the company&#8217;s annual revenue by selling ads, the prospect of not being able to do it in a way their customers have grown accustomed to has forced them to develop new strategies to meet these advertising demands.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/adage.com\/article\/digital-marketing-ad-tech-news\/google-delays-cookies-demise-2024\/2424681?adobe_mc=MCMID%3D63027966217480725114145358394916746379%7CMCORGID%3D138FFF2554E6E7220A4C98C6%2540AdobeOrg%7CTS%3D1661596240&amp;CSAuthResp=1661596267675%3A0%3A5610764%3A0%3A24%3Asuccess%3A2A310C0C1BA7B9ECF62217AC649E90DE\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Adage<\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7f2cd8 elementor-widget elementor-widget-template\" data-id=\"b7f2cd8\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/33997#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcf3f00 elementor-widget elementor-widget-menu-anchor\" data-id=\"dcf3f00\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\nbody.elementor-page .elementor-widget-menu-anchor{margin-bottom:0}<\/style>\t\t<div class=\"elementor-menu-anchor\" id=\"printful\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Advertisers have relied on Google third-party cookies to target prospective customers for decades. However, there are increasing calls for anti-tracking. Google recently delayed its third-party cookies initiative to the end of 2024, so they can design an alternative strategy that&#8230;<\/p>\n","protected":false},"author":21,"featured_media":34287,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/ad-platforms\/","category_name":"Ad Platforms"},{"category_link":"https:\/\/www.adcore.com\/blog\/all\/","category_name":"All"},{"category_link":"https:\/\/www.adcore.com\/blog\/ad-platforms\/google-ads\/","category_name":"Google Ads"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/","category_name":"Marketing"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/marketing-news\/","category_name":"Marketing News"}],"tags":[],"authors":[],"article_types":[180],"staff_picks":[],"promotions":[178],"class_list":["post-33997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-platforms","category-all","category-google-ads","category-marketing","category-marketing-news","article_types-news","promotions-microsoft-coupon"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33997","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=33997"}],"version-history":[{"count":18,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33997\/revisions"}],"predecessor-version":[{"id":42107,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/33997\/revisions\/42107"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/34287"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=33997"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=33997"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=33997"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=33997"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=33997"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=33997"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=33997"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}