After 18 months of handwringing, claims and counterclaims, plus overall confusion, Google has granted what many in ad tech have prayed for: a reprieve from phasing out third-party cookies.
Google’s Chrome browser was initially slated to withdraw support for the cornerstone of behaviorally targeted advertising next year, but this week it issued a revised timeline with the online ad giant now proposing a 2023 migration.
Beset by disagreements over methodologies and delayed by regulatory concerns Privacy Sandbox, Google’s proposed tool set to help the industry migrate toward cookieless ad targeting, simply wasn’t ready for industry adoption per the initial timeline.
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