Google’s plans to deprecate third-party cookies in Chrome by the second half of 2024 may face delays due to concerns raised by the UK’s Competition and Markets Authority (CMA). The CMA published a report outlining its competition concerns regarding Google’s Privacy Sandbox program, which aims to provide an alternative to third-party cookies for targeted advertising while protecting user privacy.
One of the main concerns highlighted by the CMA is that Google may continue to benefit from user activity data while limiting competitors’ access to the same data. This could give Google an advantage in terms of its ad tech services and control over which ad tech rivals are included in its list. Additionally, the CMA expressed worries that publishers and advertisers may have difficulty identifying fraudulent activity.
The CMA is currently working with Google to address these concerns and will provide updates on their progress in its next quarterly report, due at the end of April. While there is a possibility that Google’s plans may be delayed, marketers should not assume this as there is still time for Google to resolve the issues raised by the CMA.
Google remains confident that it can proceed with its plans to phase out third-party cookies in the second half of 2024, provided it addresses any remaining competition concerns from the CMA. The company believes that the industry is capable of making a successful transition based on the progress made by leading companies thus far.
The outcome of this ongoing discussion between Google and the CMA will have significant implications for brands and marketers. If Google is forced to delay the deprecation of third-party cookies, brands will have more time to explore alternative solutions for targeted advertising. On the other hand, if Google is able to resolve the concerns raised by the CMA, it will proceed with its plans as scheduled.
Overall, the future of third-party cookies in Chrome remains uncertain as Google navigates the challenges presented by competition authorities. Marketers will need to stay updated on the progress of these discussions and be prepared to adapt their strategies accordingly. The industry awaits further updates from the CMA and Google in the coming months.
