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← All Privacy and Identity Articles

Adweek: Google Grants a Stay of Execution in the Death of the Cookie

By Airey Baringer / Director, Product Management, Privacy
August 25, 2021

Google’s plan to deprecate third-party cookies in early 2022 has been delayed by almost two years, in part to accommodate an evaluation by the UK’s Competition and Markets Authority (CMA).

Why it matters — Google’s elimination of third-party cookies and its anticipated implementation of its Privacy Sandbox proposals, including FLoC and FLEDGE, has thrown many curves towards marketers eager to understand the consequences. Both run the risk of triggering seismic shifts in the industry, which is why the continued delay -- now targeting Q4 2023 -- has been met with a positive reaction. Regardless of why -- Google continues to exist under a cloud of regulation, especially in the UK -- an additional year gives Google and the industry at large breathing room to prepare, refine, and understand the new water in which they will swim.

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The Drum: Google Clarifies Timeline For Adoption of Privacy Sandbox’s Floc and Fledge

Google is offering more clarity to the timeline of its removal of third-party cookies, releasing a monthly-updated timeline and adding more detail around each of its initiatives.

Why it matters — The ongoing cliffhanger involving Google and regulators continues to keep marketers transfixed and questioning how a resolution will change the industry. Plans to eliminate third-party cookies -- originally announced in 2019 -- have been delayed two more years, with a 2023 target date for Chrome to complete the phase-out. As the UK’s CMA investigates whether the deprecation of third-party cookies poses anti-competition risk, Google has offered numerous carrot sticks -- more delays, promises not to favor its own systems, and a 60-day notice before deprecating the cookies — to resolve the matter. With numerous regulators still debating how to successfully enact these measures, the advertising community, including TripleLift, are pushing forward with proposed solutions of their own to ensure consumers’ privacy rights are protected.

By Airey Baringer / Director, Product Management, Privacy
Read article →
August 26, 2021
The Drum: Google Clarifies Timeline For Adoption of Privacy Sandbox’s Floc and Fledge

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