Google is once again delaying the phasing out of third-party tracking cookies in Chrome. The American tech company first wants to work with feedback from regulators, developers and industry partners. Google wants to restart the process in early 2025.
Google also refers to the Competition and Markets Authority in its update. The British Competition Authority reportedly still needs time to assess test results from commercial partners regarding the phasing out of cookies. These results will be delivered at the end of June. The American company hopes to complete the process with the CMA by the end of this year and to continue the phase-out early next year.
In 2019, it was announced that Google wanted to phase out third-party tracking cookies in Chrome. The company has developed a number of open web standards that should bring the personalization of advertisements into line with the privacy of internet users. The whole thing was titled Privacy Sandbox.
In the summer of 2022, Google also postponed this phase-out. At the time, the company said that both Google and advertisers needed more time to develop the initiative. The British CMA also demanded that Google adapt the initiative to make it more privacy-friendly for end users. On January 4, 2024, Google started blocking third-party cookies in Chrome. This happened to one percent of all global users. Tweakers wrote a background article about how Privacy Sandbox should work.