IAB UK statement in response to Google announcement of delay to phase-out of third-party cookies

With Google deferring the deprecation of third-party cookies on Chrome until 2024, it’s critical that businesses across the supply chain maintain momentum on trialling alternative targeting and measurement strategies. The demise of third-party cookies on Chrome is part of a wider shift towards a more privacy-conscious digital ad ecosystem in which third-party cookies are increasingly redundant. In short, this isn’t something that is going to happen, it’s already underway. This timeline change gives more opportunities for stakeholders to trial available alternatives, via Privacy Sandbox or other solutions, and my message is simple: use this time wisely. By being proactive and adopting alternative ways to effectively target and measure campaigns - regardless of this delay - businesses are not only future-proofing their operations, but making sure they are in line with our increasingly privacy-first present.