This week, Google announced that it will abandon its plans to phase out third-party cookies. This announcement undoubtedly has significant implications for the industry.

Recently, Google announced a delay in phasing out third-party cookies, but make no mistake—the end of the traditional cookie lifecycle is inevitable. This shift prompts an urgent need for businesses and marketers to adapt to a cookieless world.

Throtle acknowledges Google’s recent announcement to delay the deprecation of third-party cookies in Chrome until early 2025. Originally scheduled for the second half of 2024, this extension provides additional time for the industry to adjust and innovate.

Google released a new browser feature called Tracking Protection, which, when activated, will cut off a site’s access to third-party cookies. Tracking Protection will be activated for 1% of a randomly selected group of Chrome users globally, marking the year’s first notable step toward third-party cookie deprecation.

The latest delay is intended to allow more time for advertisers, publishers, and other members of the online ad industry to begin formal testing of the new cookieless technologies proposed in Google’s “Privacy Sandbox” initiative, those sources said.

Identity is not a nice to have – it’s a must have. Providers are touting “cookieless” tracking capabilities as the next generation of “identity” by using authenticated hashed emails, but are they?