Google delays the end of third-party cookies again

By AdNews | 24 April 2024
Credit: Joshua Hoehne via Unsplash

Google has delayed ending third-party cookies following competition concerns by a UK regulator.

The UK government department the Competition and Markets Authority (CMA) has stated that Google cannot proceed with third-party cookie deprecation until competition concerns are resolved.

Google responded by announcing it would not complete third-party cookie deprecation as scheduled before the end of the December quarter. 

"We recognise that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem," Google confirmed in an update to the market.

"It's also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.

"We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year. Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year."

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus