Google has announced a delay in its plan to phase out third-party cookies in the Chrome browser, pushing the initiative back to 2025. The decision, revealed in a blog post on Tuesday preceding its Q1 2023 report, underscores the company’s efforts to address concerns raised by regulators and stakeholders, particularly the UK’s Competition and Markets Authority (CMA).
Third-party cookies, used to track browsing activities for advertising purposes, were slated for removal to bolster data privacy for Chrome users. However, Google’s decision to extend the timeline aims to provide regulators with adequate time to review evidence and engage in discussions regarding the proposed changes.
The postponement comes after Google acknowledged ongoing challenges in reconciling feedback from industry players, regulators, and developers. Additionally, the CMA’s review of Google’s practices, including its Privacy Sandbox initiative, which aims to replace cookies, has prompted a reevaluation of the timeline for cookie deprecation.
This marks the third time Google has postponed its original deadline set in January 2020. Initially intended to enhance security for users while browsing the web, the phased removal of third-party cookies has faced regulatory scrutiny, including concerns over anticompetitive behavior and market dominance.
Google’s decision aligns with similar moves by tech giant Apple Inc., which implemented restrictions on advertiser access to user data in its operating system in 2021. Meanwhile, Google has been conducting tests on its Tracking Protection feature in Chrome, enabling users to block or unblock third-party cookies since January.
As discussions with regulators and stakeholders continue, the fate of third-party cookies in Chrome remains uncertain, highlighting the complex interplay between technology, privacy, and regulatory oversight in the digital landscape.
Credit: Nairametrics (Text Excluding Headline)
