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Google again delays blocking third-party cookies in Chrome until 2024

Google has once again delayed third-party cookie blocking in Chrome, giving publishers, developers and advertisers more leeway to innovate in the anti-tracking and privacy digital ecosystem.

In 2020, the web giant announced its 2020 Privacy Sandbox initiative. Google wanted to make tracking cookies, mostly set by ad servers, obsolete by creating a virtual space by 2022 where useful information for customizing banners would be collected, but the project was eventually shelved. until 2023 to give Google more time to look for alternatives.

This extra time will obviously not be enough as Google has just announced a new delay. After all, the company won’t stop supporting third-party cookies until at least the second half of 2024.

Google delays cookie expiration in Chrome

Google has been working on removing third-party cookies for years in response to growing consumer privacy concerns. Companies have long relied on cookies and third-party data aggregators to measure their user behavior across multiple domains.

However, this clearly came at the cost of customer privacy. Therefore, the giant must determine how to protect users by allowing website publishers to make money. The company expects the Privacy Sandbox APIs to be launched and publicly available on Chrome in the third quarter of 2023. It will then begin phasing out third-party cookies in Chrome in the second half of 2024.

“The most consistent feedback we’ve received is that more time is needed to evaluate and test new privacy sandbox technologies before Chrome’s third-party cookies are deprecated,” said Anthony Chavez, vice president of privacy sandboxing at Google. “This feedback is in line with our commitment to AMC (UK Competition and Markets Authority) to ensure that the privacy sandbox provides effective privacy technologies and that the industry has enough time to make these new decisions.”

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