Google Delays Third-Party Cookie Depreciation For The Third Time

What does it mean for the marketers?

Akanksha Chandan
3 min readApr 30, 2024
Google delays chrome third party cookie depreciation for the third time

For marketers who navigate the ever-changing digital landscape, the news of Google delaying the deprecation of third-party cookies in Chrome for the third time is both a sigh of relief and a call to action. This blog dives into the details of this delay, explores the reasons behind it, and unpacks what it means for the future of marketing.

What Are Third-Party Cookies?

Before delving into the delay, let’s establish a common ground. Third-party cookies are small pieces of code placed on your device by websites you visit. These cookies track your browsing activity across different websites, allowing advertisers to build a profile of your interests and target you with personalized ads.

Explore The Latest Google Ads Updates

Why Are Third-Party Cookies Going Away?

Privacy concerns have been mounting around third-party cookies for years. Users are increasingly wary of being tracked online, and regulators are pushing for stricter data privacy measures. This led Google to announce in 2020 that it would phase out third-party cookies in Chrome within two years. (Source)

The First Delay: More Time Needed

The initial deadline of 2022 came and went with Google pushing back the deprecation. The complexity of developing alternative solutions and industry concerns about readiness necessitated more time (Source).

The Second Delay: Regulatory Scrutiny

The second delay in late 2023 stemmed from increased scrutiny from regulators, particularly the UK’s Competition and Markets Authority (CMA). The CMA expressed concerns about the potential anti-competitive impact on smaller ad-tech players if Google went ahead with the deprecation without a viable alternative (Source).

The Third Delay: The Road to 2025

With the latest delay, Google has given itself until 2025 to phase out third-party cookies. This extended timeline acknowledges the ongoing challenges and allows for further collaboration and testing of alternative solutions like Privacy Sandbox, a suite of tools Google is developing to offer targeted advertising while prioritizing user privacy (Source).

What Does This Mean for Marketers?

For marketers, this delay is a double-edged sword. Here’s how it impacts your strategies:

More Time to Adapt:

This additional time is precious. Marketers can utilize it to explore and experiment with alternative targeting methods like contextual advertising, first-party data strategies, and leveraging customer relationship management (CRM) data for more effective audience segmentation. Resources from the Interactive Advertising Bureau (IAB) offer valuable guidance on navigating the cookieless future.

Reassess Measurement Strategies:

Since third-party cookies won’t be a reliable source of data in the future, marketers need to revisit their campaign measurement strategies. Explore conversion modeling and invest in tools that leverage first-party data to accurately measure campaign performance.

The Future of Marketing: Beyond the Cookie

The deprecation of third-party cookies signifies a shift towards a more privacy-centric marketing landscape. This necessitates a focus on building strong customer relationships, fostering brand loyalty, and leveraging first-party data to create personalized experiences.

Considering the importance of website analytics tools like Google Analytics for marketers; as third-party cookies become less reliable, cookieless GA4 tracking with Server-side Google Tag Manager (GTM) offers a future-proof solution. This approach leverages your server environment to collect and transmit user data directly to GA4, bypassing cookie limitations.

Read How GTM & GA4 Will Adapt to the Cookieless Future


The delay in the third-party cookie deprecation offers marketers a much-needed reprieve. However, it’s crucial to view this as an opportunity for long-term adaptation. By embracing privacy-conscious marketing strategies, building strong customer relationships, and investing in first-party data, marketers can thrive in the cookieless future. Remember, the most successful marketing strategies are built on trust and transparency, and that’s a future worth preparing for.

I wrote this blog with the help of a super smart tool called Gemini. But it needed my ideas to make it extra interesting for you! I added some fun details and made it my own. Enjoy! :)



Akanksha Chandan

MBA — Marketing & International Management | Senior Marketing Specialist | Sprouting Interest in Psychology