IAB UK statement in response to Google announcement of delay to phase-out of third-party cookies

Posted on Wednesday 27 July 2022 | IAB UK

With Google announcing that it now intends to begin phasing out third-party cookies in Chrome in the second half of 2024, read a statement from our CEO Jon Mew


With Google deferring the deprecation of third-party cookies on Chrome until 2024, it’s critical that businesses across the supply chain maintain momentum on trialling alternative targeting and measurement strategies. The demise of third-party cookies on Chrome is part of a wider shift towards a more privacy-conscious digital ad ecosystem in which third-party cookies are increasingly redundant. In short, this isn’t something that is going to happen, it’s already underway. This timeline change gives more opportunities for stakeholders to trial available alternatives, via Privacy Sandbox or other solutions, and my message is simple: use this time wisely. By being proactive and adopting alternative ways to effectively target and measure campaigns - regardless of this delay - businesses are not only future-proofing their operations, but making sure they are in line with our increasingly privacy-first present.

Related content

IAB member at event

Resources to help you get ready for cookie deprecation

Learn more

IAB Tech Lab releases results of Privacy Sandbox gap analysis

Learn more

Q4 2023: Update from CMA & Google on Privacy Sandbox

Learn more
Two individuals attentively observing a talk.

Google to test new cross-site tracking feature on Chrome

Learn more

Rediscover the joy of digital advertising

Champion connections instead of clicks. Capture audiences' imaginations, not just their attention. Boldly move to your own beat instead of letting tech set the pace. It’s time to rediscover the joy of digital.