Ahene, Chief Strategy Officer at Tinuiti To move web standards forward, we need consensus across the board.” The industry is rudderless in that regard. “While this delay gives advertisers more time to test cookie replacements ahead of deprecation, it also leaves the industry in limbo as replacements and next steps remain largely uncertain. But the latest plan will phase out support for third-party cookies by 2024. In 2020, Google said it would end support for cookies in Chrome by early 2022 “once it figured out how to address the needs of users, publishers and advertisers and come up with tools to mitigate workarounds” ( Source ). Why is Google delaying the Death of the Cookie? The web is constantly evolving, but these changes are happening more rapidly than ever before-especially when it comes to consumer privacy and data.īREAKING NEWS: In the second delay in its timeline, Google said it will delay the discontinuation of third-party cookies until at least 2024 ( Source).
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