Google allows some sites to delay phase-out of third-party cookies

Google is allowing select sites to delay phase out of third-party cookies

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For marketers heavily dependent on targeted advertising through third-party cookies, delaying Chrome’s phase-out until the end of the year could come as a huge relief. But it’s still crucial to update your marketing strategy to be cookieless before the December deadline, as there won’t be any additional help afterward.

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Join Chrome's cookie trial using JavaScript for tokens. Select "Third-party matching" when registering. Add tokens via JavaScript, not HTML or headers. Deadline: April 1, 2024.

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Google's cookie program excludes advertising services. Domains associated with ads, even subdomains, are likely rejected. Eligibility needs direct user impact proof. Only confirmed breakages are reviewed, with an appeals process. Sites with ad links are likely denied.

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After you submit your application for the third-party cookie deprecation trial, Google will review your request. Response times will vary, however, if you have not received a response with one to two weeks, Google advises contacting them at 3pcd-deprecationtrial@google.com.

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Google is currently focusing on third-party embeds and services. They advise first-party sites to fix breakages themselves and encourage their third-party embeds to join the deprecation trial.

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Google is allowing select sites to delay phase out of third-party cookies

Why we care

Join Chrome's cookie trial using JavaScript for tokens. Select "Third-party matching" when registering. Add tokens via JavaScript, not HTML or headers. Deadline: April 1, 2024.

How it works

Google's cookie program excludes advertising services. Domains associated with ads, even subdomains, are likely rejected. Eligibility needs direct user impact proof. Only confirmed breakages are reviewed, with an appeals process. Sites with ad links are likely denied.

Eligibility

After you submit your application for the third-party cookie deprecation trial, Google will review your request. Response times will vary, however, if you have not received a response with one to two weeks, Google advises contacting them at 3pcd-deprecationtrial@google.com.

Review process.

Google is currently focusing on third-party embeds and services. They advise first-party sites to fix breakages themselves and encourage their third-party embeds to join the deprecation trial.

What Google is saying.