There are growing rumblings within the ad industry that Google won't be able to get rid of third-party tracking cookies until 2025 at the earliest. It has since delayed that plan twice to give the ad industry more time to prepare, but has repeatedly said it's on track for a fourth-quarter, 2024 cookie expiry date. "It's a mess," said one ad industry executive speaking on condition of anonymity in order to talk freely about the process. The CMA's latest Privacy Sandbox update listed various concerns from various constituents about the proposals. Despite some skepticism that Google can hit its 2024 deadline, many in the ad industry just want to move past third-party cookies after almost four years in limbo.

---

Persons: James Rosewell, Rosewell, Achim Schlosser, there's, —, Paul Bannister, Bannister, Mathieu Roche Organizations: Google, UK's, Markets Authority, CMA, Movement, European netID Foundation, Publishers, Yahoo