Google decided to hold off deprecation of third-party cookies on Chrome due to challenges with industry, regulator, and developer feedback, causing uncertainty about the future.
The delay in cookie deprecation led some to feel like the end of the third-party cookie era is a never-ending wait, although it is still expected to happen eventually.
Advertisers need to prepare for a cookieless future by focusing on first-party data collaboration as the solution, as the delay by Google is just temporary.
While the delay offers a breather for advertisers, those who are proactive in preparing for the future cookieless environment will be better positioned when the change eventually occurs.
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