The original schedule for removing third party cookies in Chrome was 2022. Due to many reasons, this plan was postponed multiple times. In 2021, Google postponed its plan to late 2023 due to industry concerns about alternative solutions for third party cookies. Due to challenges and CMA’s investigation, this plan was again postponed to Q4,2024.
As per the Google blog post, they once again delayed the removal of third party cookies due to a delay in CMA’s approval and industry concerns over the alternative solution. Per their new schedule, they planned to remove the cookies by Q1, 2025.
As marketing people, we need to understand a few topics related to this issue. For example,
Why does Google delay removing third party cookies again?
What is CMA? What kind of investigation do they conduct?
Is there any reliable solution for third party cookieless advertising?
Will google remove third party cookies in Chrome by Q1, 2025?
Why Does Google delay removing third party cookies again?
As per the latest statistics report by [https://gs.statcounter.com/], Google Chrome shares 65% of the browser’s market share. So, every action taken by Google Chrome affects the digital advertising industry. This could be the common reason for delaying third party cookie removal plans.
Delay in finding alternatives
In short, third party cookies are very helpful in digital advertising to reach users based on their interests by tracking their online activities. So, this is very important for running performance based digital advertising campaigns. Without third party cookies, we can’t track user’s behavior online. So, companies involved in digital advertising are actively working to find alternatives.
Many proposals are available for third party cookieless advertising. Already, I have written a detailed article about the alternatives for the cookieless world. But the fact is, none of them work 100% in real world. That is the main problem. That is the main reason for delaying third party cookie removal.
CMA Investigation and Approval Delay
The UK-based Competition and Markets Authority [CMA] is investigating Google’s dominance in digital advertising. Especially, they worried about the dominance of Google in digital advertising, if it controls the current system [third party cookies], and the alternative proposal [Privacy Sandbox].
What is CMA? What kind of investigation do they conduct?
CMA [Competition and Markets Authority] is a UK-based company that investigates anti-competitive practices, reviews company mergers and acquisitions and also, conducts market studies, and provides solutions.
Almost, all ad tech companies rely on third party cookies for digital advertising. If Google eliminates the third party cookie from its Chrome browser, then those ad tech companies will suffer. Google’s action will weaken its competitors if they do not have replacement technology for third party cookies.
One of the popular proposals for third party cookies is “Google’s Privacy Sandbox”. If it becomes the dominant alternative, google can control the ad targeting process.
CMA is currently investigating the above two issues. It asks Google and its competitors to submit various documents and data for review. This reviewing process took more time than they expected. So, they delayed giving clearance.
This is one of the major reasons for Google’s delays in removing third party cookies from the Chrome browser.
Is there any reliable solution for third party cookieless advertising?
Many proposals are available in the market for cookieless advertising. ID5 and Lotame’s Panorama ID are some alternatives ready to test in the cookieless world. But, integration and partnership between platforms will take more time. To my knowledge, there were no solid alternative solutions available for cookieless advertising.
If Google stops supporting third-party cookies by the end of 2024, almost all ad tech platforms will suffer in reaching users effectively.
Will Google remove third party cookies from Chrome by Q1, 2025?
Google postponed its decision to remove third party cookies many times due to various reasons. Now, they postponed their expected duration for blocking third party cookies from Q4,2024 to Q1, 2025. But, it’s not sure.
The CMA will approve if it finds Google will not dominate cookieless advertising with its privacy sandbox solution. It depends on the documents and data provided by its competitors.
Also, Google can’t postpone its timeline to remove the third party cookie. So, it will end this game by Q1, 2025.
Conclusion
As many experts predicted, Google postponed its timeline to remove the third party cookies from Q4, 2024 to Q1, 2025. Technical challenges in finding alternatives, and delays in getting approval from CMA are the main reasons for this postponement. I believe, Google never postpones its decision on removing third party cookies from its Chrome browser.
If you are a digital marketer, reach out to your ad platform and ask them for a cookieless alternative solution. If it has any solutions, then start to use them.
Have you started to use or test any alternative solutions for third party cookies? If so, share your experience in the comment section.
