DIGITAL MARKETING

Google delays removal of third-party cookies for another year

By our News Team | 2022

Marketers breathe a sigh of relief as the deadline for the cookie phasing-out process moves to second half of 2024.

Marketers and their digital agencies are breathing a sigh of relief following the announcement from Google last week that it will again be delaying the phasing out of cookies on Google Chrome.

This means the phasing-out deadline has now been delayed twice. Initially it was intended for this year and, up until a few days ago, marketers were working on late 2023 as the final deadline. Now the deadline moves to the second half of 2024.

Digital Marketing

Image by Nicolekoenig78 from Pixabay

Once cookies are removed from Google Chrome, companies will be heavily restricted as to how they can gather user data and then target ads according to user preferences. Google has given improved consumer privacy as the main reason for the move.

As a replacement, Google has been working on a project known as Privacy Sandbox. However, the company wants more time to refine this and to get feedback from relevant partners such as industry regulators, marketers and publishers.

Google explains its latest decision

In a blog post, Google explained that it wanted to give these partners more time to test its tools.

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” Anthony Chavez, Vice President at Google, said. “We now intend to begin phasing out third-party cookies in Chrome in the second half of 2024.”

Also quoted in the blog post is Townsend Feehan, Chief Executive Officer at the Interactive Advertising Bureau Europe, who said: “Google’s decision to extend the timeline before phasing out third-party cookies is a welcome development for the industry that should help ensure a range of alternatives to third-party cookies that are technically robust and whose implementation has been thoroughly tested from a privacy compliance and commercial performance point of view.”



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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.