Google delays blocking third-party cookies in Chrome browser until 2024
Google announced on Wednesday that it is again delaying its plans to disable third-party cookies in the Chrome web browser from late 2023 to the second half of 2024.
“The most consistent feedback we’ve received is the need for more time to evaluate and test new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” said Anthony Chavez, vice president of Privacy Sandbox.
With that in mind, the internet and ad-tech giant said it was taking a “deliberate approach” and extending the testing window for its ongoing Privacy Sandbox initiatives before phasing out cookies. third.
Cookies are pieces of data installed on a user’s computer or other device by the web browser when accessing a website, third-party cookies powering much of the digital advertising ecosystem and its ability to track users across different sites to display targeted advertisements.
Privacy Sandbox is Google’s umbrella term for a set of technologies that aim to improve user privacy on the web and on Android by limiting cross-site and cross-app tracking and providing better, safer alternatives for serving cookies-based ads. interests.
While Google originally planned to roll out the feature in early 2022, it revised the timeline to June 2021, pushing its third-party cookie transition proposal over a three-month period, starting in mid-2023 and ending in mid-2023. end of 2023.
“It has become clear that more time is needed in the ecosystem to get it right,” the company noted at the time.
The second expansion comes as Google announced the Topics API as a replacement for FLoC (short for Federated Learning of Cohorts) in January 2022, followed by a developer preview of Privacy Sandbox for Android in May.
In February 2022, the UK Competition and Markets Authority (CMA) formally accepted Google’s commitments on how it develops technology, highlighting the need to flesh out Privacy Sandbox in a way that promotes competition and helps publishers to generate revenue from advertisements while protecting consumer privacy.
Under the new plan, Privacy Sandbox trials are expected to expand to users worldwide next month, with the number of users included in the trials increasing throughout the year and into 2023.
Google also stressed that users will be asked to manage their participation, adding that it intends to make the APIs generally available by Q3 2023, with support for third-party cookies tentatively dropping in H2 2024. .
The CMA, for its part, today acknowledged that it is aware of “alternative proposals developed by third parties” and that it is “working with [Information Commissioner’s Office] to better understand their viability and likely impacts.”