Google has extended its plan to phase out third-party cookies in the Chrome browser, pushing the timeline to 2025 to allow regulators more time to review the initiative.
This decision was revealed in a blog post preceding the company’s Q1 2023 report. Google stated that it is continuing discussions with the advertising industry and regulators, including the UK’s Competition and Markets Authority (CMA), which is conducting a review of its practices.
Cookies, small pieces of data sent by websites to users’ browsers, are commonly used to track browsing activity for advertising purposes. The ban on third-party cookies aims to enhance data privacy for Chrome browser users.
Related Stories
- Google Launches New Security Features to Fight Phone Theft
- Google Contributes $1.8 Billion to Nigeria’s Economy in 2023, Report Shows
Google has been engaging with publishers, marketers, and regulators regarding its plan to replace cookies through the Privacy Sandbox initiative, which aims to provide alternative methods for online activity tracking and ad targeting.
In providing an update on the plan to phase out cookies by Q4 of this year, Google cited ongoing challenges in reconciling feedback from various stakeholders, including the industry, regulators, and developers. The company emphasized the importance of allowing the CMA sufficient time to review all evidence, including results from industry tests.
A spokesperson from Google stated, “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 announcement marks the third time Google has extended its original deadline set in January 2020. Initially, the tech giant aimed to phase oucentredparty cookies within two years to enhance security while browsing the web.
In February of the current year, the CMA directed Google to pause its phase-out of cookies until addressing anticompetitive concerns raised by publishers and ad tech companies. These concerns centered on whether Google’s Privacy Sandbox favors the market position of its ad products, particularly Google Ad Manager.
Google’s decision to phase out cookies aligns with similar moves by Apple Inc., which implemented restrictions on advertisers’ access to user data in its operating system in 2021.
Meanwhile, Google initiated testing of its Tracking Protection feature in Chrome in early January. This feature, enabled by default as part of the test, enables users to block or unblock third-party cookies, giving them greater control over their online privacy