By Akansha Srivastava

According to the recent survey from the Interactive Advertising Bureau's 2024 State of Data report, over half of advertisers expected Google to postpone the discontinuation of third-party cookies once more, citing their lack of preparedness.

Cut to Wednesday, April 24, Google announced yet another delay in the abolition of third-party tracking cookies. This marked the third instance of Google delaying the original deadline for phasing out third-party cookies, initially set for January 2020.

Raman RS Minhas, Chief Creative Officer, IdeateLabs, believes that with a delay for the third time, Google seems to be struggling to find the final solutions to advertisers, authorities, and regulators' concerns regarding the cookie phase- out.

He said, "It boils down to trust-trust that an even level-playing field has been created. Google is not sure if the ecosystem is ready (intentionally or not). And the industry, particularly the watchdogs, is wary of the monopolistic scenario it might create for Google. With more clarity and dialogue, the trust deficit can be addressed."

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