The cookie strikes off of dying row (for now)

“Google’s not-so-shocking transfer to postpone killing cookies in Chrome has divided the advert trade, but once more,” writes Ad Age’s Garett Sloane, “with advocates of a post-cookie internet saying, ‘let the cookie go already.’ Different stakeholders within the advanced advert tech panorama are giving Google a cross, asserting that the trade shouldn’t be prepared for such drastic adjustments with out longer preparation, and particularly throughout an financial downturn.”

The main points: “On Wednesday, Google modified its post-cookie timeline,” Sloane notes, “marking the second time the corporate pushed again the date to shutter third-party cookies in Chrome. Google now says third-party cookies will go away within the second half of 2024.”

Important context: “Google’s plan to switch cookies is clearly dealing with extra difficulties than the corporate initially anticipated, and this new delay is simply the newest signal that its privacy-enhanced roadmap is a little bit of a large number, in accordance with advert tech trade insiders,” Sloane provides. “Google has to stroll a advantageous line as a result of it’s such a dominant participant in browsers and advert tech, elevating difficult aggressive questions any time it makes a change.”

Keep reading here.

See additionally: “Meta, Google and others reveal the messy state of digital advertising,” additionally from Advert Age’s Sloane.