Inside Google’s latest move to postpone the cookie apocalypse

Google has stayed true to form: It has put the brakes on its elaborate plan to ditch third-party cookies in its browser, just as many anticipated. For now, Google hasn’t given an exact timeline — just that it’s hopeful it can happen in 2025.

Before diving into the implications and potential outcomes, it’s crucial to understand the events and factors that have brought the ad industry to this point. Despite Google’s (most recent) assurances that it would stick to its (newest) game plan, there has been a lot going on as of late.

January is as good a place to start as any. That’s when Google began ending third-party cookies in Chrome among one percent of traffic, which equates to around 30 billion users.

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