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.

Without cookies, you will need to utilize alternative IDs. Not just one, but many. And the identity resolution process connects multiple IDs together enabling a greater chance to identify each individual.