Once again, Google has delayed deprecating third-party cookies, citing the need for more time for testing and evaluating Privacy Sandbox solutions. 

Originally scheduled for 2022, the phase-out of cookies was pushed to the end of 2023, and now is scheduled for the second half of 2024. In January 2022, Google abandoned the highest-profile cookie alternative, FLoC. Targeting by Topics has become its preferred alternative.

API testing is already in progress and was expanded last month (August 2022). The trial population is expected to increase into 2023.

In anticipation of the demise of Google third-party cookies, marketers and advertisers have been working over the past two years to develop an alternative to cookies. However, while various solutions have been proposed and tried, there has not been an “oh wow” solution seen yet.

Even though Firefox and Safari blocked third-party cookies several years ago, it is still a pretty big deal with Google, mainly because over half of the global browser market is accountable to Chrome and Chrome hosts over half of the world’s internet traffic. In addition, Google has a huge advertising business, unlike Apple. Thus, Google has moved slowly and deliberately so as not to disrupt its advertising business too much.