{"id":7856,"date":"2022-03-01T23:14:23","date_gmt":"2022-03-01T23:14:23","guid":{"rendered":"https:\/\/xpon.ai\/?p=7856"},"modified":"2026-03-23T05:08:00","modified_gmt":"2026-03-23T05:08:00","slug":"google-cookie-deprecation-date-extended","status":"publish","type":"post","link":"https:\/\/xpon.ai\/nz\/resources\/google-cookie-deprecation-date-extended\/","title":{"rendered":"Google\u2019s cookie deprecation date extension highlights the need to double down on a customer data strategy."},"content":{"rendered":"

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Google has just announced that the cookie deprecation date for third-party cookies in Google Chrome will be delayed until the back-end of 2024 to enable ‘further testing’ of Google’s Privacy Sandbox tools. This is the second extension of Google’s initial plan to deprecate third-party cookies, which was initially set for Q2 2022.<\/p>\n

Google’s Privacy Sandbox was launched as a privacy-first initiative that aimed to protect people’s privacy online while still giving companies and developers the tools to build thriving digital businesses. In Google’s announcement on July 27th 2022, Anthony Chavez, Google’s VP of the Privacy Sandbox, wrote, “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome.”<\/p>\n

What does cookie deprecation mean for brands?<\/strong><\/h4>\n

We imagine that many are relieved and somewhat rejoicing at the announcement as the extension seemingly gives brands, publishers, developers and advertisers an extended timeline to address third-party cookie dependencies, innovate and build a privacy-centric ecosystem. As such, the key takeaway from this announcement should be: Don’t wait, hesitate or become complacent.<\/strong><\/p>\n

Google’s announcement to extend the third-party cookie deprecation date until H2 2024 highlights that the technology industry is still in the middle of a seismic state of change due to privacy. It also reiterates that brands need to focus heavily on a solid customer data strategy to reduce reliance on unfinished privacy-first solutions and minimise the impacts of the inevitable death of third-party cookies.<\/p>\n

XPON Technologies Chief Strategy Officer, Tom Sowerby<\/a>, echoes this sentiment, stating,<\/p>\n

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“Google’s recent announcement highlights the constant flux in the privacy space and reiterates that brands need to avoid complacency and double down on a solid customer data strategy, as privacy-first solutions are still far from, and may never be, perfect.”<\/em><\/p>\n<\/blockquote>\n

Our recommendations on what to do now:<\/strong><\/h4>\n