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Good news for performance marketers that have yet to future-proof their tracking: Google Chrome has, once again, extended its timeline for third-party cookie deprecation to 2025. Despite drawing multiple cookie-based tracking lines in the sand over the past several years, Google announced on Tuesday that they will further delay cookie deprecation until next year due to significant considerations surrounding industry tests and feedback. No specific date was shared as a part of their announcement, however, it’s important to emphasize that while yet another delay might be tempting to put tracking updates on the back burner, now more than ever is the time to take action. In short, while the deadline may have shifted, the importance of getting your tracking in order remains unchanged. By proactively updating your tracking mechanisms, you can future-proof your digital marketing strategies and ensure continued effectiveness in targeting and measurement. It’s far better to seize the opportunity to enhance your tracking capabilities now to stay ahead of the curve.
While Google Chrome has extended their plans for third-party cookie deprecation, Safari and Firefox have already released cookie-blocking technology that targets both third-party cookies and, more recently, first-party cookies. Therefore, tracking is at risk for marketers that rely on cookies. Ensure persistent, accurate affiliate tracking that supports sound data-driven decisioning by:
Learn more about cookie deprecation and how you can future-proof your tracking by checking out Preparing for a Cookieless Future, Partnerize’s hub for ensuring accurate, persistent performance tracking. Or, download Partnerize Tracking Solutions for a guide on choosing the best future-proofed tracking solution for your business.
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