Google has yet again delayed blocking third party cookies in Chrome. This gives publishers, developers and advertisers more space to innovate for an antitracking and privacy-friendly digital ecosystem.
The Privacy Sandbox Initiative 2020 was announced by the web giant in 2020. Google wanted to eliminate the tracking cookies mostly issued by ad server by creating a virtual area where banner customization information could be collected by 2022. However, the project was delayed until 2023 to allow Google to explore other options.
Google has just announced another delay to this extension. The company won’t end third-party cookie support until at least the second quarter of 2024.
Google delays Chrome’s end to cookies
Google has been working to this end for many years in response to growing consumer concerns about privacy. Cookies and third-party data aggregaters have been used by companies for years to track users’ behaviour across multiple domains.
This has obviously been at the cost of customer privacy. This giant must decide how to make website publishers and users happy. The Privacy Sandbox APIs will be available in Chrome and launched in Q3 2023. Chrome will phase out third-party cookies by the second half 2024.
Anthony Chavez, Vice President of Privacy Sandbox at Google, stated that “the most consistent feedback we have received is that it takes more time to evaluate and test new Privacy Sandbox technology before deprecating any third-party cookies on Chrome.” “This feedback is consistent in our commitment to AMC (UK Competition and Markets Authority), to ensure that Privacy Sandbox provides effective privacy-preserving technology and that the industry has plenty of time to adopt these solutions.”