Google postpones cookie-blocking plans

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 24, 2021, 5:29 PM UTC

The search engine giant has pushed back its timeline to block third-party cookies on Chrome until 2023.

The search engine giant had initially planned to cancel support for third-party cookies next year. Google Chrome’s Privacy Engineering Director Vinay Goel thinks the advertising ecosystem needs more time to get this right.

This delay means that search marketers will have more time to convey their concerns to the tech giant and prepare for a post-cookie world. Marketers will also have more time to find the right technology solutions, develop first-party data strategies and pull data from other sources.

Goel said, “Subject to our engagement with the United Kingdom’s Competition and Markets Authority (CMA) and in line with the commitments we have offered, Chrome could then phase out third-party cookies over a three-month period, starting in mid-2023 and ending in late 2023”.

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