Google has once again postponed the deprecation of third-party cookies in Chrome, in order to address concerns raised by the U.K.’s Competition and Markets Authority (CMA). The CMA has expressed worries about how Google’s move would impact the broader digital marketing industry and give the company an unfair advantage over its competitors. Despite Google’s efforts to comply with the CMA’s requests, it has not yet fully addressed all of the concerns raised by the regulatory body.
In response to the CMA’s concerns, Google has announced that third-party cookies will not be removed by the end of the year as initially planned. The company acknowledges the ongoing challenges related to reconciling feedback from various stakeholders and engaging with the entire ecosystem. Google emphasizes the importance of giving the CMA sufficient time to review evidence, including results from industry tests that participants have been asked to provide by the end of June. This delay marks the third time that Google has pushed back the removal of cookie tracking.
Google has been developing its Privacy Sandbox proposals as an alternative to cookie tracking in order to minimize the impact on data insights in campaigns. While Google is confident that its anonymized data alternatives will provide similar results, the industry is still expected to experience significant shifts as a result of the change. The CMA has raised specific concerns in hopes of avoiding disruption and preventing negative impacts on advertisers. Many marketers are reportedly waiting for the change to take effect before making adjustments, but it is important to understand the implications of Google’s alternative options.
Given the significant industry impact expected from the removal of third-party cookies, the CMA has pushed Google to revise its approach to the phase-out. The delay in implementation provides more time for preparation and assessment of Google’s cookie alternative proposals. It is essential for stakeholders in the digital marketing industry to stay informed and understand the potential implications of the changes. The ongoing collaboration between Google, regulators, and industry participants is crucial to ensuring a smooth transition and mitigating any negative effects of the shift away from third-party cookies.