Ad Tech Industry News

Google Delays Cookie Deprecation for the Third Time

The ad industry and government regulators have sharply criticized Google's cookie replacement technology

This is the third reprieve Google has given cookies since 2020.
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By Ryan Joe

Pack away those tired cookie-crumbling metaphors until 2025, as Google has once again delayed the death of the third-party tracking cookie in its Chrome browser.

This is the third reprieve Google has given cookies since it first promised to phase them out in 2020. The next year, it pushed the date back to 2023 and then delayed it again to 2024.

In its latest postponement, Google said in a blog, “we envision proceeding with third-party cookie deprecation starting early next year.”

The decision to delay cookie deprecation has never entirely been in Google’s hands.

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Ryan Joe

Ryan Joe is the editor in chief of Adweek. He has been covering data-driven marketing and advertising for over a decade, striving to make its complexities understandable and accessible. He started out as a reporter for the Haymarket publication DMNews in the early 2010s, then moved to AdExchanger where he worked for nearly eight years, covering the industry as investment shifted to digital advertising. He ended his tenure at AdExchanger as managing editor, jumping to Business Insider in 2021 to help lead its scoop-driven coverage of the ad industry. Joe is a graduate of UCLA and Columbia.

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