Study: Cookie deprecation delay defies marketer expectations

Key stat: 67% of marketers thought third-party cookie deprecation in Chrome would occur this year, according to August 2023 data from ID5. Google just announced that it was delaying this timeline to 2025.

Beyond the chart:

• The delay is in response to feedback from marketers that the industry was not prepared to pivot to Google’s Privacy Sandbox.
• Google’s latest timeline is unclear, but the company says it will outline a new timeline on April 26.
• Despite another delay—Google’s original phase-out date was in 2022)—cookies will go away eventually, and marketers will need first-party data strategies that involve either collecting identifiers themselves or partnering with data-rich companies for when that happens.

Use this chart:

• Emphasize the significance of Google’s latest third-party cookie news.
• Plan for the cookieless future.

More like this:

• Google delays deprecation of third-party cookies once again
• The digital ad industry’s overreliance on cookies could create a crisis
• 5 charts on how third-party cookie deprecation will change ad buys
• Cookie deprecation won’t change advertisers’ preferred transaction methods

Note: Respondents were asked, "Do you believe that the deprecation of cookies in Chrome will take place in 2024?"

Methodology: Data is from the October 2023 ID5 report "The State of Digital Identity 2023." 197 marketing professionals worldwide were surveyed during July-August 2023. Respondents include brand/agency, publisher, DSP, SSP, data platform, and others.