Cookie Countdown Extended Again: Strategic Advice for Advertisers

Google’s latest delay of third-party cookie deprecation—now expected beyond 2025—underscores the complexity of transitioning away from legacy tracking. The Google cookie delay 2025 marks the third pushback, and while it’s no surprise to most industry players, it still requires serious attention from advertisers.

Experts like Hamish Smith (PrettyGood) suggest this moment could re-ignite investment in traditional media channels, where tracking isn’t under threat. Gerry Bowness (Mediahub) argues the delay is necessary to properly test alternatives, while others, like James McDonald (Audience Group), say the delay is meaningless for marketers already leveraging first-party data and non-pixel measurement.

Lexlab founder Alfie Lagos urges brands to take the delay as a “critical call to action.” He notes that the Google cookie delay 2025 is not a reprieve but a chance to double down on innovation. Platforms like DV360 and CM360 are still deeply reliant on cookies, and Lagos highlights the need for privacy-centric tools like HubSpot, Salesforce, and Oracle.

As brands look toward the future, Lagos encourages a shift to first-party data strategies and ethical targeting tools. “Now is the time to strengthen relationships with customers, not rely on outdated tracking methods,” he said.

The Google cookie delay 2025 gives marketers a narrow but valuable window to recalibrate. It’s an opportunity to realign data practices, enhance CRM use, and adopt compliant tech that supports long-term success.

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