Google Delays Cookie Phase-Out (Again)

Four times and counting, Google has delayed the cookie deprecation deadline. The implications of this include dramatically affecting how many paid ads are targeted on websites.

This fourth pushback means Google plans to phase out cookies within its Chrome web browser, which means marketers are left in the dark about the eradication of cookies, with Google undisclosing a specific date and many already implementing new plugins to enable seamless cookie consent and GDPR compliance by integrating an intuitive cookie banner onto their websites.

As of right now, cookie deprecation should take place sometime in 2025.

Why Does Google Want Phase-Out Cookies?

The idea behind the phase-out is down to third-party cookies amassing enormous amounts of personal data from your website users – without their consent and often without their knowledge. This data is then sold and traded within the digital advertising industry.

Tech giant Google wants to eradicate the spread of data as an initiative “to develop a set of open standards to fundamentally enhance privacy on the web.”

You can learn more about Google cookies and the reason for the phase-out in our previous blog here.

The Announcement

Google announced the cookies delay in a blog post earlier today.

The process of eradicating cookies in the form of a phase-out was initially said to happen in 2022, then delayed to late 2023, then again to 2024 and now 2025.

Google said the following:

“Google said initially it would phase out third-party cookies in Chrome by 2022, then delayed that to late 2023, then again to late 2024. And now, 2025.

“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem.

“It’s also critical that the (UK’s Competition and Markets Authority) has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.”

You can stay updated with the progress of the phase-out and receive quarterly reports on the Privacy Sandbox for the Web.

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