In the land of third-party cookie deprecation, marketers have been handed a reprieve. Google announced that it will—again—delay the phase-out from Chrome until the second half of 2024. Claiming in a blog post that feedback from the industry was the motivation behind the extension, Google says that the extra time will allow for additional technology tests and trials. Here’s the latest on the cookie crumbling, according to a piece in AdExchanger.

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The delay gives publishers, advertisers and web developers more time to build alternatives to third-party identifiers and adjust to Google’s Privacy Sandbox, an initiative that proposes new standards to preserve consumer privacy while also allowing for adequate digital targeting and measurement.

The announcement has come as a shock to those facilitating the transition, according to an article in AdExchanger, as agencies have been pressing clients to quickly adapt new targeting technology that does not rely on cookies. But given the delay of early tests of some of its Privacy Sandbox proposals and the two extra years it took to comply with GDPR, some are not surprised by the postponement. And given the regulatory scrutiny it’s experiencing, the search giant must proceed slowly and take time to evaluate new technologies and gather feedback.

For more on Google’s decision to delay cookie deprecation and the new timeline, read on in AdExchanger.

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Google’s solution is to allow for feedback from the industry through a Privacy Sandbox initiative, a proposed set of standards that will preserve consumer privacy while still allowing targeting and measurement of campaigns. There’s a lot riding on this sandbox and the new tracking techniques it’s designed to produce. So, in attempt to shed light on what a world without cookies will look like—and just how much Google’s Privacy Sandbox will alter the digital advertising ecosystem—AdMonsters spoke with Michael Zacharski, CEO Engine Technology & EMX Digital about the purpose, benefits and future of the privacy sandbox.

What we learned: A privacy sandbox is essentially a sanitation filter that controls what information can flow back to advertisers. It gives consumers greater visibility and choice over data sharing. However, it’s not being designed in a way to hurt digital advertising—it’s just going to force the ad tech industry to evolve and provide new ways of tracking consumer online behavior that are more transparent. Read the full Q&A in AdMonsters here.

Other articles you might enjoy:

• Second Draft of CCPA Regulations Offers Some Clarification on Compliance
• Google Chrome’s Phase Out of Third-Party Cookies: Implications for Marketers
• Formulating Your 2020 Data-Driven Marketing Strategy

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