Google to Support Third-Party Cookies Until End of 2023

The third-party cookie, a linchpin of the ad industry used to serve targeted ads, has received a stay of execution, reports Ad Age.

Google, says Ad Age, “will continue supporting third-party cookies until the end of 2023, citing mounting industry opposition and the feedback it received when testing possible replacements. The delay leaves brands restless and uncertain. While the move relieves immediate pressure on advertisers trying to find or build a suitable replacement, it leaves the industry in an uncomfortable limbo as those replacements—including Google’s own post-cookie solution—struggle for traction.”

According to The Washington Post, Google vowed to block cookies completely on its Chrome browser, “which is used by around 70 percent of the world’s desktop computer owners by the beginning of 2022. The decision, announced last year, sent shock waves through the advertising world, which has maintained revenue from tracking is necessary to fund a largely free Web.”