Industry Voices on Google’s Third Cookie Delay: What’s Next for Ad Tech and Privacy?
Google’s latest delay to third-party cookie deprecation, now pushed to 2025, has reignited debate across the media industry. Blocked by the UK’s Competition and Markets Authority due to unresolved competition concerns, the decision underlines how complex and high-stakes this transition really is.
For many in the Australian market, the delay is no surprise. Agencies such as The Pistol, Kinesso, Atomic 212, and Half Dome say this only reinforces the need for brands to adopt privacy-first strategies and lean into first-party data, rather than waiting for Google to define the future.
Lexlab founder Alfie Lagos views the delay as a call to action rather than a reprieve. He notes that major platforms like DV360 and CM360 are built on cookie-based infrastructure, and their evolution will reshape how media is bought and measured. Lagos urges brands to invest in CRM tools, deepen first-party strategies, and prioritise transparent, user-respecting measurement frameworks.
Other media leaders echoed similar views. While prepared advertisers continue adapting, those behind now have time to rebuild their stacks. However, some warn that too much reliance on cookies has already slowed innovation. The shift to cookieless identity, unique IDs, and contextual targeting is well underway, and marketers not testing these options risk falling behind.
The industry also faces a broader challenge: navigating fragmented ID solutions and ensuring equity in how privacy changes affect smaller players. While platforms race to innovate, agencies are calling for greater collaboration and a shared commitment to ethical data use.
Ultimately, the cookie is crumbling — slowly. The smart move now is not to wait, but to test, adapt and shift toward strategies that will survive the next phase of digital advertising.
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