Google says won’t complete third-party cookie deprecation by second half of Q4

Alphabet’s (GOOGL) Google stated in a blog post: “The UK’s Competition and Markets Authority – CMA – and Google publish quarterly reports to update the ecosystem on the latest status of Privacy Sandbox for the Web. As part of Google’s Q1 2024 report, we will include the following update about the timeline for phasing out third-party cookies in Chrome in the April 26th report: We are providing an update on the plan for third-party cookie deprecation on Chrome. We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It’s also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4. We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year. Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year. Once published, you will be able to view both Google and the CMA’s full reports.” Advertising technology industry players that may be impacted by Google’s shift in plans include Criteo (CRTO), Trade Desk (TTD) and Magnite (MGNI).