> ## Content Index
> Fetch the complete content index at: https://tvrev2beta2.ghost.io/llms.txt
> Use this file to discover other available public pages before exploring further.

# Google's Cookie Delay Upends an Entire Cookie Replacement Industry
- URL: https://tvrev2beta2.ghost.io/googles-cookie-delay-upends-an-entire-cookie-replacement-industry/
- Published: 2024-04-24T22:54:00.000Z
- Updated: 2024-04-24T22:54:00.000Z
- Author: Mike Shields
- Tags: Cookies, death of cookies, Cookieless future, Google, digital advertising, #sqs, #Import 2026-09-03 21:06

Earlier this year, [I spoke to an investor on my podcast about where he was excited about looking to place bets in 2024\. ](https://open.spotify.com/episode/68EEsalpK2rXoQjruVatwX?ref=tvrev2beta2.ghost.io)

His take - any startup or mid sized company that was building solutions for the cookie-less world.

That looked like a smart bet until just a few days ago, when (uh-oh) Google announced it was delaying the end of cookies once again, until *maybe* 2025\. While this might be a relief to certain factions, like say, small publishers, what happens to all these upstarts and existing ad-tech companies that build their entire product suite - or at least their marketing messaging - around providing the solution for the cookieless web? What happens to the long rumored/hoped comeback for contextual targeting?

The countdown to cookie deprecation has created almost a cottage industry of companies and experts offering fixes. Does everyone need to repivot? What does the Trade Desk - champion of the open web and anti-Google crusader - do next? Can digital advertising actually just go back to the way it used to be?

The back half of this year just got all that much messier and uncertain, except for the walled gardens - who aren't waiting around for a new cookie alternative - and retail media firms.

**Dig Deeper With These Links:**

- [Google's controversial move to kill the web cookie just got delayed until 2025](https://www.businessinsider.com/google-cookie-removal-delay-update-2024-4?ref=tvrev2beta2.ghost.io) \- Ana Altchek \[Business Insider\]
- [Google’s New Privacy Plan Has Flaws, Regulator Says in Internal Documents](https://www.wsj.com/tech/google-cookies-replacement-not-enough-to-protect-uk-consumer-privacy-580d1b16?ref=tvrev2beta2.ghost.io) \- Patience Haggin & Miles Kruppa \[WSJ\]
- [Inside Google’s latest move to postpone the cookie apocalypse](https://digiday.com/marketing/breaking-it-down-googles-latest-move-to-postpone-the-cookie-apocalypse/?ref=tvrev2beta2.ghost.io) \- Seb Joseph \[Digiday\]
- [Meta More Than Doubled Revenue From Its AI-Powered Ad Tool](https://www.adweek.com/media/meta-more-than-doubled-revenue-from-its-ai-powered-ad-tool/?ref=tvrev2beta2.ghost.io) \- Trishla Ostwal \[Adweek\]
- [YouTube Q1 Ad Revenue Climbs 21% to $8.1 Billion, Well Above Wall Street Forecasts](https://variety.com/2024/digital/news/youtube-q1-2024-revenue-alphabet-earnings-1235982528/?ref=tvrev2beta2.ghost.io) \- Todd Spangler \[Variety\]