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Image representing third party internet browser cookies

Google has once again postponed its plan to phase out third-party cookies in Chrome, now targeting a 2025 deadline. This adjustment marks another shift from the initial timeline set for early 2022, which was first pushed to late 2023. The repeated delays underscore the challenges and complexities involved in moving away from third-party cookies, a staple in digital advertising and user tracking for decades.

Background and Timeline of Google's Cookie Policy

Third-party cookies have been instrumental in digital advertising, allowing businesses to track user behavior across the web to target ads and measure their effectiveness. Google first announced plans to eliminate these cookies in 2020, aiming to enhance privacy on the internet. However, the timeline has been adjusted several times, reflecting the need for a more gradual transition to new technologies like those proposed in Google’s Privacy Sandbox.

Reasons for the Latest Delay

Google cites the need for more time to evaluate and test the new technologies designed to replace third-party cookies as the primary reason for this latest delay. The development of the Privacy Sandbox, an initiative by Google to create privacy-preserving alternatives, is still underway. The additional time is intended to allow the advertising industry to adapt to these changes without disrupting the ecosystem.

Impact on the Digital Advertising Industry

The delay has been met with mixed reactions. Advertisers and publishers, while relieved by the extension, are also frustrated by the uncertainty it creates. However, this additional time can be beneficial for testing and implementing new advertising technologies that are less invasive of privacy but still effective for targeted advertising.

Alternative Technologies and Privacy Sandbox

The Privacy Sandbox aims to develop technologies that enable targeted advertising without compromising user privacy. Some of these technologies include Federated Learning of Cohorts (FLoC) and Trust Tokens, which propose methods for anonymizing user data and verifying authenticity without revealing individual identities. The effectiveness and acceptance of these technologies are still under scrutiny by various stakeholders in the industry.

Privacy Concerns and User Impact

While the phased elimination of third-party cookies is intended to enhance user privacy, the repeated delays raise concerns about prolonged data vulnerability. Privacy advocates stress the need for robust alternatives that truly minimize tracking and data collection without compromising the functionality of the web.


Google’s phased approach to eliminating third-party cookies reflects the balancing act between enhancing privacy and maintaining the economic viability of the web ecosystem. As 2025 approaches, all eyes will remain on Google’s ability to deliver on its promises of a more private yet functional web environment.


  • Articles and reports from digital marketing and technology news websites.
  • Google’s official announcements and updates on the Privacy Sandbox.
  • Feedback from industry stakeholders including advertisers, publishers, and privacy advocates.

This article provides a comprehensive overview of the ongoing situation with Google's third-party cookies, highlighting the complexities and multifaceted impacts of this significant change in web privacy and advertising.

About the Author...
Inner Spark Web Content Team
Inner Spark Web Content Team
The "Web Content Team" at Inner Spark Creative is a dynamic and skilled group of writers, strategists, and digital marketers dedicated to crafting compelling narratives that resonate with audiences and drive engagement. With a rich blend of creativity, industry knowledge, and a keen understanding of digital trends, this team excels in producing high-quality, SEO-optimized content that enhances brand visibility and fosters connections. Their expertise spans a wide range of topics, including advertising insights, digital marketing strategies, and innovative branding solutions. At the heart of Inner Spark Creative, the Web Content Team is committed to delivering impactful and informative content that not only informs but also inspires action.

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