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.