Google Delays Phase Out of Third-Party Cookies in Chrome Browser to 2025
In a recent announcement, Google has revealed its decision to push back the timeline for phasing out third-party cookies in its Chrome browser to 2025. The tech giant cited the necessity to provide regulators with ample time to assess the situation.
This revelation came through a blog post released on Tuesday, just ahead of Google’s Q1 2023 report. Google emphasized its ongoing collaboration with both the advertising industry and regulatory bodies on this initiative.
Notably, the UK’s Competition and Markets Authority (CMA) is currently conducting a review of Google’s practices.Third-party cookies, which are small pieces of data sent by websites to users’ browsers, have long been utilized for tracking browsing activity, primarily for advertising purposes.
The ban on third-party cookies is anticipated to enhance data privacy for Chrome browser users.Google has been actively engaging with publishers, marketers, and regulators to communicate its strategy for replacing cookies.
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This initiative, known as the Privacy Sandbox, aims to address concerns regarding online activity tracking and personalized advertising.
Providing an update on the timeline for cookie phase-out, Google stated:“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators, and developers, and will continue to engage closely with the entire ecosystem.
“It’s also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.
“We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year. Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year.
”This decision underscores Google’s commitment to ensuring a collaborative and well-informed approach to the phase-out process, prioritizing the concerns of both industry stakeholders and regulatory authorities”.
