Observed Signal · Feb 2, 2023 · Deprecation · Source: OnlineMarketing.de · Impact: 5/5 · Sentiment: Negative
Chrome to End Third-Party Cookies in H2 2024
Google has repeatedly delayed the end of support for third-party cookies in Chrome. A new document, shared as part of an agreement with the UK Competition and Markets Authority, confirms the deprecation will proceed in 2024. The plan calls for Chrome to phase out third-party cookies in the second half of 2024, with a two-month phase-out window in Q3 2024. In the interim, Google will offer cookieless technologies from the Privacy Sandbox, including the Topics API (the successor to FLoC), FLEDGE, and APIs such as Attribution Reporting, Private State Tokens, and First Party Sets to prepare the advertising market for a cookieless future. These tools were slated to reach 100% of Chrome traffic after Chrome-Origin-Trials began in Q3 2023. The W3C’s Technical Architecture Group has criticized these approaches as preserving an era of pervasive online surveillance. Marketers still have limited alternative solutions beyond first-party data, contextual targeting, or identity-based strategies, underscoring the magnitude of Google’s planned shift.
Major policy/deprecation announced by Google with CMA involvement; industry-wide impact
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Key Takeaways & Evidence Grounding
- Chrome plans to phase out support for third-party cookies in H2 2024, with a two-month phase-out in Q3 2024.
- A document shared under a CMA agreement confirms Google's deprecation timeline.
- Privacy Sandbox components include Topics API, FLEDGE, Attribution Reporting API, Private State Tokens API, and First Party Sets API.
- Starting in Q3 2023, these Privacy Sandbox solutions were to be deployed to 100% of Chrome traffic after a Chrome-Origin-Trials phase.
- W3C TAG criticizes these features for maintaining a surveillance-oriented status quo.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
GreenCore Solutions Opens London Office for A2A-Grocery Agentic Commerce
GreenCore Solutions Corp. (GSC) announced the opening of a sales office in London, UK, under a new entity, GreenCore Solutions (UK), to support its agentic commerce hub, A2A-Grocery.co.uk. The company introduced its 0-100 Agentic Density Scale, indicating that the UK and Europe account for 84% of grocery makers, while the USA accounts for only 16%. GSC's AI agents have processed 100 million transactions year-to-date, with 40% from Europe, 20% from the USA, and 40% from the rest of the world. The London office aims to connect European makers with AI agents buying for grocery retailers across 20 markets. GSC operates on Microsoft Azure and Google Cloud Enterprise, with data residency in each market.
Google's $10M Bid for Spirit Airlines Data for AI Training
Google has won a bankruptcy auction with a $10 million bid to acquire Spirit Airlines' internal business data, including emails, Microsoft Teams messages, spreadsheets, and other records, for AI training and product development. The purchase, pending court approval, highlights the growing value of corporate data as training material for AI systems. The article, however, is primarily an opinion piece reflecting on the meaning of work and the implications of AI on human productivity. It does not provide additional factual details about the deal, such as the timeline for court approval or specific terms. The article also promotes the author's newsletter and MCP server, which are not related to the core news event.
Google launches unified agentic AI for Gemini
At a Google Cloud event on Thursday, Google announced it is bringing agentic AI to its Gemini assistant, launching a unified agent that can autonomously plan and execute tasks on behalf of users. Aimed initially at businesses, the agent can connect to internal systems and external tools, use custom skills, and even choose from third-party models like Anthropic's Claude. It will have its own Workspace account with an email address, and will write its own audit trail. Early testers include On, Shopify, and PayPal. Gemini has over 1 billion monthly active users, and nearly 90% of Fortune 100 companies use Gemini Enterprise.
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