Throtle’s Position on Google's Updated Timeline for the Deprecation of Third-Party Cookies in Chrome

Throtle, the exclusive identity provider for the healthcare industry, 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.

While Throtle will continue to support third-party cookies as long as they remain viable, we continue to believe that 3rd party cookies will eventually fade in utility as other technologies mature and reach greater adoption. Therefore, Throtle will continue to push ahead with development and partnerships that will provide non-cookie identity to our solutions and hope to have them available for testing later this year.

"We understand the importance of preparing for a future where third-party cookies are no longer a tool for advertisers and marketers," said Dave Wirsching, CTO of Throtle. "As we anticipate these changes, Throtle is dedicated to leading the charge by developing new and enhanced identity resolution technologies that do not rely on third-party cookies."

This additional time provided by Google’s revised timeline will allow Throtle to refine new technologies and ensure a smooth transition for our clients and the digital advertising ecosystem. Throtle is committed to providing our clients with advanced, privacy-centric solutions that comply with industry standards and regulations, ensuring that the future of digital engagement is both innovative and secure.

For more information about Throtle and our cookieless solution, please visit https://www.throtle.io/cookieless