linkedin The lifespan of third-party cookies, the code-based technology used to serve targeted ads, has been extended—just a tad. On Thursday (24 June), the adtech industry breathed a sigh of relief after Google announced it would extend support for third party cookies until 2023, one year longer than its original expiration date. In a blog post, Vinay Goel, privacy engineering director at Chrome, said it would begin the cookie phase-out process in stages, starting in late 2022. Following testing, in phase 1 publishers and advertisers “will have time to migrate their services” over the course of nine months. In stage 2, beginning in mid-2023, “Chrome will phase out support for third-party cookies over a three month period finishing in late 2023.”