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Once again, the search giant has called off third-party cookies tracking deprecation. Looking like 2025 at the moment. Google will not complete third-party cookie deprecation on Chrome until early in 2025. The search giant announced the delay in a blog post today, noting the third-party website cookies data tracking won't take place as planned for the second half of the fourth quarter of 2024. Google said initially 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 recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem," Google officials wrote today. "It's also critical that the (UK's Competition and Markets Authority) has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4." Google and the CMA regularly release quarterly updates on the progress of the cookie phase-out initiative, part of the Privacy Sandbox for the Web. In the upcoming report for the first quarter of 2024, set to be published on April 26, Google says it will provide a specific update regarding the schedule for discontinuing third-party cookies in Chrome. "We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year," Google officials said. "Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year. Once published, you will be able to view both Google and the CMA's full reports." Launched in 2019, Google's Privacy Sandbox is a program designed to boost web privacy while still allowing companies to gather the necessary data for effective advertising. This program is Google's strategy to address growing privacy worries, particularly around the use of third-party cookies. Historically, these cookies have been employed by advertisers and websites to monitor users' online movements to deliver tailored ads. However, this method has sparked significant privacy issues among consumers and regulatory bodies because it tracks users across different sites without clear consent, leading to invasive profiling. In response, regulators have tightened privacy regulations, prompting tech firms like Google to move away from third-party cookies toward solutions that better protect user privacy. Have a tip to share with our editorial team? Drop us a line: Dom Nicastro is managing editor of CMSWire and an award-winning journalist with a passion for technology, customer experience and marketing. With more than 20 years of experience, he has written for various publications, like the Gloucester Daily Times and Boston Magazine. He has a proven track record of delivering high-quality, informative, and engaging content to his readers. Dom works tirelessly to stay up-to-date with the latest trends in the industry to provide readers with accurate, trustworthy information to help them make informed decisions. Connect with Dom Nicastro: The Gist
Enhancing Web Privacy: Google's Initiative to Replace Third-Party Cookies
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