Google has announced a cookie phase-out delay for Chrome, allowing users to choose whether they keep third-party cookies. It’s a tactical pause—described by Lexlab’s Alfie Lagos as a strategic snooze button—rather than a change of direction.
This Google cookie phase-out delay helps Google avoid disrupting its advertising ecosystem while pushing the real challenge of data privacy onto users and brands. Lagos uses the BRAN framework (Benefits, Risks, Alternatives, Nothing) to unpack the move:
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Benefits: Google keeps ad performance intact. Advertisers avoid short-term chaos.
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Risks: If cookies vanish without robust replacements, targeting and measurement will suffer.
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Alternatives: Solutions like UID 2.0 and LiveRamp exist but need broad adoption.
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Nothing: Punting the choice to users, like Apple did, will likely lead to mass opt-outs.
For marketers, the Google cookie phase-out delay is a signal to act, not relax. Now’s the time to:
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Audit data collection processes in line with privacy regulations.
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Adopt CRM platforms to maximise first-party data value.
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Educate teams on privacy-first strategies and tools.
The cookie phase-out delay is a second chance to get ahead. It doesn’t change the future—it only stretches the timeline.
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