Observed Signal · Apr 24, 2024 · Policy Update · Source: CMSWire · Impact: 5/5 · Sentiment: Positive
Google Delays Third-Party Cookie Deprecation Until Early 2025
Google has announced that it will not complete the deprecation of third-party cookies in Chrome during the second half of Q4 2024 as previously planned, pushing the timeline to early 2025. The company cited ongoing challenges in reconciling feedback from industry, regulators, and developers, as well as the need for the UK's Competition and Markets Authority (CMA) to review industry test results, which market participants must submit by the end of June. Google emphasized its continued collaboration with the CMA and the Information Commissioner's Office (ICO), hoping to conclude the process this year. A specific update on the schedule will be provided in the upcoming quarterly report due April 26. This is part of Google's Privacy Sandbox initiative, launched in 2019 to enhance web privacy while still enabling advertising.
This is a major platform policy update by Google affecting the entire digital advertising ecosystem's timeline for the cookieless future, impacting all stakeholders, and is a key industry-shifting event.
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Key Takeaways & Evidence Grounding
- Google announced the delay of third-party cookie deprecation in Chrome until early 2025.
- The deprecation was originally planned for 2022, then delayed multiple times to late 2023 and late 2024.
- The delay is due to issues with reconciling feedback from the industry, regulators, and developers.
- The CMA has requested industry test results by the end of June, which influenced the timeline.
- Google will provide a specific update on the schedule in its next quarterly report on April 26, 2024.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
US Government Excludes Microsoft from Visa Program
The US government has barred Microsoft from participating in the permanent residency process for foreign workers with H-1B visas, accusing the company of abusing the program. Vice President JD Vance stated that Microsoft laid off 6,000 American employees last year while benefiting from 6,300 H-1B visa holders. The Department of Labor, led by Keith Sonderling, will not accept new permanent residency applications from Microsoft, as well as several consulting firms and Adobe. This action comes weeks before the midterm elections and reflects the Trump administration's broader criticism of the H-1B program, which it claims disadvantages American workers. Microsoft has not yet responded. The move could impact the tech industry's ability to retain skilled foreign talent.
US suspends Microsoft, Adobe from green card labor program
The Trump administration has suspended Microsoft, Adobe, and six other major tech firms—Capgemini, Cognizant, HCL, Infosys, Tata, and Wipro—from the U.S. Permanent Labor Certification program, which facilitates green cards for skilled foreign workers. Secretary of Labor Keith Sonderling cited active federal investigations and alleged fraud, noting that no new or pending applications from these companies will be accepted. Vice President JD Vance accused Microsoft of replacing laid-off workers with H-1B visa holders. Microsoft defended its practices, stating that most U.S. employees are American and that 80% of its H-1B petitions were for existing employees. The announcement was made during a White House summit on H-1B fraud, and the administration also plans to investigate nine universities, including Harvard, Yale, and Stanford, over student visa program abuse.
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