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.