Google is pushing back its plan to get rid of third-party cookies in Chrome to the latter half of 2024. Last year, Google said it would end support for those cookies in its Chrome browser by 2023, but then the company pushed back the timeline.
Google said it needs to move at a responsible pace, giving the digital advertising industry more time to firm up plans for targeted ads that are more privacy-conscious. With this new timeline, the company won’t make the privacy change for another two years.
Anthony Chavez, Vice President of privacy at Sandbox wrote, “More time is needed for testing to improve people’s privacy, while giving businesses the tools they need to succeed online, which is vital to the future of the open web.” Privacy Sandbox was designed to develop privacy-preserving alternatives to third-party cookies and other forms of cross-site tracking.
The delay comes amid privacy changes by Apple to its operating system privacy updates, which reduces advertisers’ targeting capabilities by limiting them from accessing a user’s iPhone identifier. Google called this a “deliberate approach to transitioning from third-party cookies,” which “ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.”
Chavez further wrote, “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions.”
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