Cookie Countdown Extended Again: What Google’s Delay Means for Marketers

Google has once again delayed the deprecation of third-party cookies in Chrome, pushing the timeline into 2025 and triggering widespread commentary across the advertising and marketing industry. The announcement cites the need to reconcile ongoing feedback from regulators, developers and industry stakeholders.

While this is the third such delay, many in the industry see the move as inevitable rather than disruptive. Several experts, including leaders from Mediahub, Audience Group, PrettyGood and Prophet, argue that the industry should already be operating in a post-cookie mindset. Non-Chrome browsers have long deprecated cookies, and many advertisers are already relying on first-party data strategies and non-cookie targeting technologies.

Lexlab director Alfie Lagos says the extension is not a signal to pause, but a “critical call to action” for brands and advertisers. He highlights that Google’s core platforms, like DV360 and CM360, still depend on cookie-based infrastructure for key functions like measurement, optimisation and targeting. This delay, according to Lagos, reflects the underlying complexity and the need for careful transitions.

The extra time offers marketers a window to invest in CRM systems, refine data strategies and become proficient with new, privacy-first technologies. It also emphasises the importance of direct consumer relationships and ethical data practices.

For others, the uncertainty remains a concern. The shifting timeline makes it difficult to plan for a stable future, especially when alternatives such as Google’s Privacy Sandbox are still evolving and not fully validated.

Industry consensus suggests that now is the time to test, adapt and modernise. Whether the cookies crumble in 2025 or later, advertisers who focus on innovation and audience trust will be best positioned for long-term success in a privacy-first digital landscape.

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