Google Extends Deadline for Phasing Out Cookies

By: Leanne Lambert

In line with the evolving data privacy standards, Google is looking to phase out third-party tracking cookies on the web.

Google announced that the change will not happen for a while yet, as they are expanding the testing period for its Privacy Sandbox and its alternative tracking tools. This will give the industry more time to provide feedback and adjust.

As explained by Google:

“Improving people’s privacy, while giving businesses the tools they need to succeed online, is vital to the future of the open web. That’s why we started the Privacy Sandbox initiative to collaborate with the ecosystem on developing privacy-preserving alternatives to third-party cookies and other forms of cross-site tracking. Over the past several months, we’ve released trial versions of a number of new Privacy Sandbox APIs in Chrome for developers to test.”  Those initial tests have helped Google improve its system. In order to determine the best future approach, development partners say they need more time.

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and that the industry has sufficient time to adopt these new solutions. This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.”  That being said, Google decided to expand the testing window for its Privacy Sandbox APIs before it moves to disable third-party cookies.

“We now intend to begin phasing out third-party cookies in Chrome in the second half of 2024. As always, you can find up-to-date timelines and milestones on the Privacy Sandbox website.”

Google initially outlined a plan to phase out cookie tracking by late 2023, but instead, we have been given the gift of more time!

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