Google Delays Third-Party Cookie Deprecation in Chrome to 2025
Google extends the timeline for Chrome's third-party cookie deprecation to 2025, offering websites additional transition time amidst ongoing challenges.
Google has decided to delay its plan to phase out third-party cookies in the Chrome web browser once again. This delay is due to difficulties in addressing feedback from industry stakeholders and regulators.
The announcement of the postponement was made in the joint quarterly report on the Privacy Sandbox initiative by Google and the UK’s Competition and Markets Authority (CMA). The report was originally set to be released on April 26.
Chrome’s Third-Party Cookie Phaseout Pushed To 2025
Google states it “will not complete third-party cookie deprecation during the second half of Q4” this year as planned.
The tech giant plans to start phasing out third-party cookies in Chrome "beginning early next year," pending approval from the CMA and the UK's Information Commissioner's Office (ICO).
Here's what the statement says:
Continued Engagement With Regulators
We understand the ongoing challenges of addressing different feedback from the industry, regulators, and developers. Our commitment is to closely work with the entire ecosystem to find solutions. It is important for the CMA to have enough time to thoroughly review all evidence, including the results of industry tests. Market participants have been requested to submit their findings by the end of June.
Google has confirmed its dedication to working closely with the CMA and ICO during the process. They are hopeful to wrap up discussions by the end of this year. This is the third time Google has postponed its plan to phase out third-party cookies. Originally scheduled for Q3 2023, the timeline was pushed back to late 2024.
The postponements reflect the challenges in transitioning away from cross-site user tracking while balancing privacy and advertiser interests.
Transition Period & Impact
In January, Chrome started limiting third-party cookie access for 1% of users worldwide. This number was supposed to go up slowly until all users were included by the third quarter of 2024.
The recent extension allows websites and services additional time to transition from relying on third-party cookies. They can now make use of Google's "deprecation trials" program to facilitate this shift.
The trials have been extended to offer temporary cookie access until December 27, 2024, for non-advertising purposes that can show direct user impact and functional issues. However, strict eligibility criteria are in place to ensure fairness. Services related to advertising are not eligible for the extension, and domains linked to advertising are not accepted.
Google states the program aims to address functional issues rather than relieve general data collection inconveniences.
Publisher & Advertiser Implications
The frequent delays show how digital publishers and advertisers who depend on third-party cookie tracking may face disruptions.
Some industry groups worry that limiting cross-site tracking could lead websites to resort to less transparent and more invasive privacy practices.
Privacy advocates believe that phasing out third-party cookies is essential to stop hidden user tracking online. The recent delay gives everyone extra time to get ready for the cookies' removal and transition to Google's Privacy Sandbox APIs as alternatives.
Featured Image: Novikov Aleksey/Shutterstock
Editor's P/S:
The ongoing delay in phasing out third-party cookies by Google highlights the complexities involved in balancing privacy concerns with the needs of businesses and advertisers. While the transition to Google's Privacy Sandbox APIs is intended to protect user data, it poses challenges for publishers and advertisers who rely on third-party cookies for targeted advertising and revenue generation.
The repeated postponements indicate that Google is facing considerable pushback from regulators and stakeholders. The CMA's thorough review process and the need to address industry concerns demonstrate the importance of ensuring that privacy measures do not stifle innovation or harm businesses. The additional time granted by the extension of the deprecation trials provides websites and services with more opportunities to adapt and find alternative solutions. However, the eligibility criteria and focus on addressing functional issues rather than data collection inconveniences suggest that Google is taking a measured approach to the transition, prioritizing the protection of user privacy while allowing for necessary adaptations.
