Google has announced a delayed launch, and now, Chrome will end third party cookie support in May 2023. This will be D DAY, and complete the loss of third-party cookies support in browsers. The delayed date takes some pressure off Digital Marketers (for now), and is generally good news.
This change will undoubtedly impact an advertisers ability to collect their customer’s behavioural insights and therefore personalise ads.
In the background, Google is juggling Anti-trust vs Privacy. They need to tread in a careful and measured approach. They have increased pressure to deliver user privacy, but by deprecating cookies on Chrome, are hurting their competition like Turn, the Trading Desk and other platforms.
