Source: © In Katrina's Kitchen In Katrina's Kitchen Zee Mthimkhulu, biddable lead at Mark1, the official naming rights sponsor to the 2024 Bookmark Awards, examines what the Google delay to phase out third-party cookies means

What exactly does this mean?

Third-party cookies are small pieces of code that allow advertisers to track users' browsing habits across multiple websites.

Google had initially planned to eliminate these cookies by 2023, citing privacy concerns.

However, the company has now delayed this deadline four years after the fact, giving advertisers and publishers more time to adapt to a cookie-less future.

While acknowledging that its previous timeline was overly ambitious, Google has stated that the delay is necessary to ensure that the industry has sufficient time to develop and test alternative solutions that can replace the functionality of third-party cookies — and to get it right.

However, users will be given options to block or allow third-party cookies on their browsers.

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Not the best solution

This isn’t the best solution and Google has committed to providing regular updates on its progress and has established a forum for industry feedback and collaboration.

The company has also emphasised its commitment to finding a solution that balances user privacy with the needs of advertisers and publishers.

While the delay may come as a relief to some, it's clear that the cookie-less future is inevitable.

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Be prepared for a world without third-party cookies

Advertisers, publishers and technology providers must continue to innovate and adapt to ensure they are prepared for a world without third-party cookies.

Add to this, the rise of content generated by artificial intelligence (AI) and the implications that will have for the digital marketing landscape, there is no denying that change that will come.

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The Bookmark Awards

Mark 1 and the 2024 Bookmark Awards are keen to give you a glimpse into what this future may look like at this year’s Bookmarks Finalists’ Showcase and awards ceremony, on 15 August 2024.

Get your tickets at [https://thebookmarks.iabsa.net/events here]] and join us for an exciting glimpse into the next generation of digital media and marketing work.