Google Delays Plan To Remove Third-party Cookies From Chrome

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Google Delays Plan To Remove Third-party Cookies From Chrome

Google has postponed its plans to take away third-party cookies from its Chrome browser and install its new Privacy Sandbox APIs by one year.

Since announcing the Privacy Sandbox concept in 2019, the Internet giant has delayed the transition twice.

It had intended to introduce new APIs this year to enable less obtrusive tracking of user activity.

However, following review by the UK’s Competition and Markets Authority and the US Department of Justice, it postponed implementation until mid-2023.

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The vice president of Chrome’s Privacy Sandbox said in a blog post on Wednesday that feedback at this point indicated that additional testing and evaluation of the new APIs was required before disabling third-party cookies.

Google Delays Plan To Remove Third-party Cookies From Chrome

The Privacy Sandbox APIs will now be formally released by the third quarter of 2023.

Google will only disable third-party cookies on Chrome in the second half of 2024 to allow markets ample time to adapt to the new APIs.

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By early August 2022, Google also intends to make the Privacy Sandbox experiment available to millions of users globally. Then, for the remainder of the year and in 2023, it will be made available to more people.

The revised schedule for Chrome’s implementation of Privacy Sandbox and termination of third-party cookies is displayed below.

Since third-party cookies were crucial to monetizing the Internet, Google’s move to ban them has advertisers scrambling.

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The usage of third-party cookies enables advertisers like Facebook to provide tailored adverts to users based on their perceived interests by allowing browsers to keep information about user behavior across numerous websites.

Internet users, who regret the violation of privacy caused by customized advertising, are disliking the instrument, though.

An API included in Google’s Privacy Sandbox is designed to take the role of third-party cookies.

Google Delays Plan To Remove Third-party Cookies From Chrome

Previously called the Federated Learning of Cohorts (FLoC), it has since been superseded by the Topics API.

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Topics will track users’ interests to determine a list of top five topics they are interested in for a particular week based on their browsing history.

These will be established by comparing known websites the user has visited to a list of roughly 350 topics.

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