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Cricket fans, marketers, and publishers alike — we’re entering a pivotal era. The Google Chrome browser’s long‑anticipated retirement of third‑party cookies has shifted yet again. What many believed would arrive as a defined “phase two” cookie shut‑off is now evolving into something more fluid: a recalibrated timeline, regulatory detours, and a new playbook for digital advertising In this blog, we unpack what really happened, what it means for advertising and tracking infrastructure, and the concrete strategic moves brands must make now to stay ahead. From first‑party data build‑out to next‑gen tag architecture — this is your global roadmap for the post‑cookie world.
Back in 2020, Google announced it would phase out support for third‑party cookies in Chrome, aiming to enhance user privacy and drive ad‑tech innovation. But as time went on, multiple delays followed. In April 2024, Google publicly said it would not complete the cookie deprecation in Q4 2024 and hinted at a later start.
Then, in July 2024 and further into 2025, Google announced it would no longer roll out the cookie ban by default, choosing instead to let users maintain settings.
So the so‑called “phase two” of cookie deprecation didn’t play out as earlier models expected. Rather than a fixed date, it has morphed into a period of extended transition, heavy testing, and a new focus on user choice. (see Chrome’s third‑party cookie timeline update)
The reaction has been broad and varied. Advertisers who had prepared for a hard switch found themselves granted more runway — but also facing greater uncertainty. Publishers breathed a sigh of relief over continuity of programmatic models, but remain cautious. Regulators in the UK (via the Competition and Markets Authority) and the EU flagged risks of Google controlling both browser and ad‑tech layers.
In regions like APAC and the Middle East, where many brands had only just begun adapting to cookieless tools, the delay offers extra breathing space — but also extends the time to act before the next major shift arrives. This moment is less an endpoint and more a strategic hinge for brands to pivot.
What still works:
First‑party cookies and signed‑in user data remain accessible — providing core signals for analytics, personalization, and identity resolution.
Server‑side tagging and clean data flows are increasingly adopted as reliable alternatives to browser‑based tracking.
Authenticated user journeys (via login, email, mobile ID) continue to hold strong for personalization strategies.
What’s losing value:
Cross‑site behavioral tracking based on third‑party cookies is no longer seen as reliable — many ad tech vendors deprioritise it despite Chrome still supporting it.
Retargeting and lookalike models built on broad cookie pools are now under pressure.
Platforms built solely on third‑party identifier formulas face higher churn and lower accuracy.
SMBs reliant on plug‑and‑play Google Ads audiences: Many will find legacy targeting tools gradually degrading.
Publishers monetising via open‑exchange cookies: Revenue and attribution models are under pressure as cookie data quality erodes.
Global brands with fragmented tech stacks and privacy obligations: These organisations face juggling acts across regions, regulations (GDPR, CCPA), and multi‑platform identity layers.
The shift now is less about a one‑time event and more a sustained recalibration of infrastructure, measurement, and performance tech.
Your direct audience interactions are now gold. Boost your email lists, loyalty programmes, CMS‑registered experiences, and invite opt‑in behaviours so you govern your own data assets.
Behavioural targeting may fade, but contextual targeting thrives. Match ads to page topics, semantic themes, and user intent instead of relying on cross‑site identifiers.
While the initiative has shifted, elements still matter. Explore APIs like Topics, Attribution Reporting, and Protected Audience — even though timelines changed. Early experimentation gives you an advantage in readiness.
Amplify your media strategy via premium direct deals, private marketplaces, and branded placements. These environments are less reliant on cookies and stronger for transparency.
Moving tracking to your own domain or server ensures cleaner data,† better performance,† and fewer disruptions from browser changes.†
Limit dependence on a single ecosystem. Expand into Meta, LinkedIn, TikTok, retail‑media networks and regional platforms — each with unique identity solutions.
Privacy regulation is still evolving. Remove risk by verifying CMPs (Consent Management Platforms), logging user consent globally, and ensuring modern compliance across markets.
These seven strategies shift you from reactive to proactive, helping you lead in a privacy‑first, identity‑sustainable environment.
Google originally set ambitious targets (cookies fully phased out by 2024), but regulatory, technical & market pressures altered the timeline. As of 2025, Google has effectively paused a blanket cookie ban and is shifting greater emphasis to user‑choice and incremental transitions.
Current status:
Chrome will continue to support third‑party cookies for the foreseeable future, though future updates may limit their role or visibility.
Google is still developing and testing privacy‑centric APIs (Topics, Protected Audience), but no firm date for complete deprecation remains.
Advertisers and publishers should regard this as a “transition mode” rather than an “end of cookies” event.
In practice, your timeline is now: act now, test continuously, and adapt as policies evolve — rather than delaying until a fixed switch‑off date.
The cookie deprecation saga is far from over — but it’s changing shape. What many expected as a “phase two” shutdown is now a prolonged evolution, with Google recalibrating its strategy and the industry adapting accordingly.
If your brand has been waiting to move, this is your moment. Focus on owning your data, strengthening tag architecture, diversifying media mix, and embracing the strategic shift.
Are you ready for a future where identity is first‑party, tracking is consent‑based, and targeting is context‑rich? The time to act is now.
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