California, 25 April, 2024 (GNP): Google has stated, again, that the phase-out of third-party cookies in Chrome will be delayed.
In its first-quarter report, the tech business disclosed an update regarding the cookie phase-out time. They would not be able to finish the phase-out by the second part of 2024, it was discovered.
Rather, it stated that it intended to begin this procedure early in 2019 and move toward a 2025 completion date.
The platform stated in its post-update update, “We are providing an update on the plan for third-party cookie deprecation on Chrome. 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. It’s also critical that the CMA 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.”
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The statement also added, “given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4. We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year. Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year.”
Google and the UK’s Competition and Markets Authority (CMA) produced the report as part of a quarterly series to update the ecosystem on the latest updates to the Privacy Sandbox for the Web.
Google has chosen to postpone the third-party cookie deprecation for another year. Since making its initial statement in 2022, the platform has continuously delayed the removal of all third-party cookies.
