Google delays disabling third-party cookies until probably 2025
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Google stresses its ongoing collaboration with the UK’s Competition and Markets Authority (CMA) to ensure a thorough review process. The CMA has set a deadline of late June for market participants to submit the results of industry testing, which impacts the timeline.
Future updates and commitments in upcoming reports. Google effective changsha mobile numbers list plans to publish a specific update on the timeline for discontinuing third-party cookies in Chrome in its next quarterly report due out on April 26.
Google won't complete disabling third-party cookies in Chrome until early 2025. The search giant announced the delay in a blog post , noting that data tracking from third-party website cookies won't happen as planned until the second half of the year, Q4 2024.
Google initially said it would phase out third-party cookies in Chrome by 2022, then delayed that to late 2023, then again to late 2024. And now, 2025.
"We recognise that there are ongoing challenges related to reconciling divergent feedback from industry, regulators and developers, and we will continue to engage closely with the entire ecosystem," Google wrote. "It is also critical that (the UK Competition and Markets Authority) has sufficient time to review all evidence, including the results of industry testing, which the CMA has asked market participants to provide by the end of June. Given these two important considerations, we will not complete the disabling of third-party cookies during the second half of Q4."
Google and the CMA regularly publish quarterly updates on the progress of the cookie phase-out initiative, part of the Privacy Sandbox for the Web. In the next report for Q1 2024, due out April 26, Google says it will provide a specific update on the timeline for discontinuing third-party cookies in Chrome.
"We remain committed to working closely with the CMA and ICO and look forward to completing that process this year," Google officials said. "Assuming we can reach an agreement, we anticipate proceeding with disabling third-party cookies beginning early next year. Once published, you will be able to view the full reports from Google and the CMA."
Improving web privacy: Google's initiative to replace third-party cookies
Launched in 2019, Google’s Privacy Sandbox is a program designed to increase web privacy while allowing companies to collect the data necessary for effective advertising. This program is Google’s strategy to address growing privacy concerns, particularly around the use of third-party cookies.
Historically, these cookies have been used by advertisers and websites to monitor users' online movements and deliver personalized ads.
However, this method has raised significant privacy concerns among consumers and regulators because it tracks users across different sites without clear consent, leading to invasive profiling.
In response, regulators have tightened privacy regulations, prompting tech companies like Google to move away from third-party cookies and adopt solutions that better protect user privacy.