Google extends cookie deadline to 2023

Posted on: Friday 25 June 2021 | IAB UK

Google has announced it is updating its timeline for Privacy Sandbox, with Chrome now set to phase out third-party cookies over a three month period in 2023

Announced in a blog post on Google’s site, the revised timeline will see the deadline for the phasing out of third-party cookies in Chrome extended by a year. Explaining the reason behind this development, Chrome’s Privacy Engineering Director, Vinay Goel said: “While there’s considerable progress with [Privacy Sandbox], it's become clear that more time is needed across the ecosystem to get this right.” He went on to say that extending the deadline “will allow sufficient time for public discussion on the right solutions, continued engagement with regulators, and for publishers and the advertising industry to migrate their services”. 

At IAB UK, our view is that there have been great steps made by our industry over the last year and a half when it comes to developing alternative User ID solutions and it’s now crucial that we uphold that focus across the board, despite the extra time. In recent months we have seen momentum pick up considerably as the original cookie deadline drew closer, so we’re calling on the industry to maintain that in order to ensure we’re ready for the changes in 2023. 

You can read Google’s blog post in full here, and check out our User ID hub here

Written by



Related content

IAB Tech Lab launches PETs Working Group to support sustainable privacy solutions

The Privacy Enhancing Technologies (PETs) Working Group to support the creation of long-term sustainable solutions to privacy

Learn more

ICO publishes data protection & privacy expectations

The Information Commissioner’s Office (ICO) has laid out data protection standards that it expects companies to meet when developing new ad tech...

Learn more
cogs icon

Understanding user-enabled ID solutions

Discover the key considerations for advertisers looking to utilise user-enabled IDs

Learn more
Molecule icon

Understanding cohorts

What are cohorts? And what do advertisers looking to pursue cohort-based advertising need to know?

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.