suspension of the use of third-party new cookies postponed till 2023

The suspension of the use of third-party cookies has been postponed until 2023.:

For now, suspension at least, the digital advertising ecosystem, which relies so heavily on third-party cookies, can breathe a sigh of relief. The plan to stop cookies in the Chrome browser by 2022 has changed. They are now being phased out over a three-month period, starting in mid-2023. In an announcement, Google said this reflects a desire to “act at a responsible pace”.

It certainly reflects the confusion between advertisers and publishers in the face of a plethora of alternative identifiers, few of which claim to identify unrelated users (the vast majority), as well as obstacles faced by Google’s proposed alternative, FLoC, including issues with European regulators.

The announcement further states that the delay “will provide enough time for public discussion of appropriate solutions, continued engagement with regulators, and for publishers and the advertising industry to migrate their services.” It’s important to avoid the business models of many web publishers that support freely available content. “

Public development process.

 Google’s pre-release public development process allows the public and regulators to have a say in the process of suspending the use of third-party cookies:

• Discussion: Technologies and their prototypes are discussed in forums such as GitHub or W3C groups.

• Testing: Technologies are rigorously tested in Chrome through extensive source testing, allowing for transparency and feedback.

• Ready for adoption: Once the development process is complete, successful technologies are ready for widespread adoption. They are launched in Chrome and ready for widespread use on the web.

From there, if the solutions exceed Google’s commitments to the CMS, the rollout will begin:

Phase 1 (starts late 2022): Once testing is complete and the APIs are released in Chrome, we will announce the start of Phase 1. During Phase 1, publishers and the advertising industry have time to migrate their services. We expect this phase to last nine months and we will carefully review approval and feedback before moving on to Phase 2.

Phase 2 (Early-mid 2023): Chrome will phase out support for third-party cookies over a three-month period, until the end of 2023.

Because we care. Many advertisers are concerned about implementing Google’s privacy initiatives and blocking third-party cookies for their patterns and customers. That delay means there’s an opportunity for the tech giant to worry about search marketers and more time to prepare for big changes, including looking for technology solutions that adapt when cookies are suspended. extracting data from other sources.

Translate »