There is actually another extension until 2024 for Google's third-party cookies: Speculation around Google cookie tracking and Privacy Sandbox technology continues. Cookies have long been criticized by data protection advocates, especially so-called third-party cookies, which advertisers have been able to use via third-party providers in online marketing measures to track customer behavior and create user profiles. We are frequently asked in our online marketing agency in Munich when an end to online marketing strategies involving Google third-party cookies will come. It is clear, for now, that there has been another delay. Here are the key facts about this.

What are third-party cookies and what purpose do they serve?

Tracking with third-party cookies involves cookies (small text files stored on the computer by the web browser) that are not generated by the advertiser itself, but by third parties through targeting pixels, ads, or similar methods. This allows relevant information, such as age, origin, gender, and user behavior data, to be collected in online marketing to be used for personalized online marketing measures.

A third-party cookie therefore records the page history on a website. However, the cookie often only obtains the most valuable data when it is recognized on another website. This enables targeted personal advertising based on the user's consumption behavior and user profile.

This form of advertising remains popular with companies, but is repeatedly coming under fire due to data protection issues.

What are Google's plans for cookie tracking?

Originally, Google had planned to gradually reduce cookies over a longer period to avoid alienating the target audience of advertisers. This is why there was talk of ending third-party cookies in 2022. We had already reported on this in this blog post: Cookie Tracking and E-Privacy – Current Status and Outlook 2022.

With regard to data protection and competition on the internet, Google had placed all its actions under the supervision of the UK Competition and Markets Authority (CMA) and the Information Commissioner's Office (ICO). These authorities were to approve the further development of the Privacy Sandbox API. However, the self-imposed control mechanisms have already led to delays in the past.

What is the justification for extending the deadline to 2024?

Originally, tracking via third-party cookies was supposed to be discontinued in Chrome by early 2020. Google has now announced that the ban on third-party cookies has been postponed again, initially until the end of 2024. This means that the current tracking will not be replaced by Google's Privacy Sandbox for at least the next two years.

The company explains that this decision is related to Privacy Sandbox technology, which is intended to replace the technologies used to date with ones that comply with data protection regulations. However, the FLoC system that had already been developed was torn apart by data protection experts and was never even implemented in Europe.

According to its own statements, Google needs significantly more time to develop and test subsequent technologies. For this reason, the launch of the Privacy Sandbox API is not expected until the third quarter of 2023, with third-party cookies being completely phased out in the second half of 2024.

Conclusion: Maintain a balance between privacy and options when it comes to online marketing strategies!

According to its own publications, Google is currently working intensively on testing a new series of Privacy Sandbox APIs with the aim of protecting user privacy and bringing it into line with online marketing measures.

However, it remains to be seen whether this project will be successful within the newly set timeframe until the end of 2024.

Companies should keep an eye on new developments alongside the use of previously utilized cookie tracking and adapt their online marketing strategies over time. We are happy to support you in this and develop personalized strategies with you. Get in touch with us for online marketing consultation!