IAB UK comment on Google’s removal of third-party cookie deadline

Google has announced that it is pursuing a new path for Privacy Sandbox and will not be deprecating third-party cookies on Chrome in 2025 as previously planned. In a blog post published on 22 July, Anthony Chavez, VP of Privacy Sandbox, said: "We are proposing an updated approach that elevates user choice. Instead of deprecating third-party cookies, we would introduce a new experience in Chrome that lets people make an informed choice that applies across their web browsing, and they’d be able to adjust that choice at any time. We're discussing this new path with regulators, and will engage with the industry as we roll this out." Read the piece in full.

Commenting on the announcement, Jon Mew, CEO, IAB UK: “This news represents a significant shift in Google’s approach to third-party cookies, but it isn’t and shouldn't be a return to cookies as the default. Our industry has made huge progress over the past four years and this process has irrevocably reshaped the digital ecosystem - that doesn’t just evaporate with the removal of Google’s cookie deadline. The reality is that a big proportion of the open web can’t be addressed by third-party cookies already so continuing to pursue other ways of targeting and measuring audiences is vital. It’s also important to note that the ICO has responded by encouraging the industry ‘to move to more private alternatives to third-party cookies - and not to resort to more opaque forms of tracking’.  

“Many of our members have more questions than clarity this morning and we are working to ensure that the industry’s views are heard and are encouraging Google to take a collaborative approach. Ultimately, our hope is that the removal of Google’s deadline restores a level of certainty and control to the wider industry that is conducive to further productive development in this area. We will continue to support all of our members on this journey.”

You can find our directory of cookieless solutions for targeting and measuring campaigns here. We will keep members updated on further developments and pleaese contact [email protected] if you have questions