--- title: Google Delays Deprecation of 3rd Party Cookies description: Although advertisers have more time to prepare for the cookieless future, they should use the time wisely. image: https://news.keplergrp.com/hubfs/60e7140bfd2cebfb24d472ba_firmbee-com-eMemmpUojlw-unsplash.jpg --- - [Capabilities](https://www.keplergrp.com/capabilities) - [About](https://www.keplergrp.com/about) - [Who we are](https://news.keplergrp.com/kepler/www.keplergrp.com/about) - [EMEA](https://www.keplergrp.com/emea) - [APAC](https://www.keplergrp.com/apac) - [News](https://news.keplergrp.com/kepler) - [Blog](https://news.keplergrp.com/kepler) - [Insights](https://3336178.hs-sites.com/resources) - [Our Culture](https://www.keplergrp.com/our-culture) - [Careers](https://www.keplergrp.com/careers) - [Contact](https://www.keplergrp.com/contact) - [Capabilities](https://www.keplergrp.com/capabilities) - [About](https://www.keplergrp.com/about) - [Who we are](https://news.keplergrp.com/kepler/www.keplergrp.com/about) - [EMEA](https://www.keplergrp.com/emea) - [APAC](https://www.keplergrp.com/apac) - [News](https://news.keplergrp.com/kepler) - [Blog](https://news.keplergrp.com/kepler) - [Insights](https://3336178.hs-sites.com/resources) - [Our Culture](https://www.keplergrp.com/our-culture) - [Careers](https://www.keplergrp.com/careers) - [Contact](https://www.keplergrp.com/contact) ### Google Delays Deprecation of 3rd Party Cookies [Technology](https://news.keplergrp.com/kepler/tag/technology) By: [Marketing](https://news.keplergrp.com/kepler/author/marketing) July 8, 2021 ![Google Delays Deprecation of 3rd Party Cookies](https://news.keplergrp.com/hubfs/60e7140bfd2cebfb24d472ba_firmbee-com-eMemmpUojlw-unsplash.jpg) ![Google Delays Deprecation of 3rd Party Cookies](https://news.keplergrp.com/hubfs/60e7140bfd2cebfb24d472ba_firmbee-com-eMemmpUojlw-unsplash.jpg) Advertisers have until late 2023 to adopt alternatives to third-party cookies, now that Google announced it will delay deprecation of third-party cookies. This is good news for brands, as it provides marketers with more time to experiment, benchmark and prepare.  Rather than reducing efforts, Kepler's Strategic Campaign Operations team recommends that brands use this time to test, learn and invest in their first-party data. To learn more, read our full POV [here](https://news.keplergrp.com/hubfs/Kepler%20Content%20Hosting%20Import/MSS_Google_3rd_Party_Cookie_Deprecation_Delay_POV.pdf). 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