Google now delays blocking 3rd-party cookies in Chrome to late 2024
The blocking of third-party tracking cookies in the Chrome browser has been postponed until the second half of 2024, according to Google. The business originally intended to ban third-party cookies from its browser by 2022; however, this goal was then postponed to 2023. The current date for Chrome’s cookie ban is 2024.
What Google said on a new deadline
The most consistent comment we’ve gotten is the need for more time to study and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” says Anthony Chavez, vice president of Google Privacy Sandbox, in a recent blog post. This comment is consistent with our pledge to the CMA to guarantee that the Privacy Sandbox offers efficient, privacy-preserving technology and that the sector has enough time to embrace these new solutions.
“Users will be presented with a prompt before being included in the trials with the option to manage their participation. We’ll keep an open ear for comments as the online community tries these APIs, and we’ll address them.”
“We anticipate that the Privacy Sandbox APIs will be introduced and generally accessible in Chrome by Q3 2023. We now plan to start phasing away third-party cookies in Chrome in the second half of 2024 as developers implement these APIs ” He continued, “We now expect to start phasing away third-party cookies in Chrome in the second half of 2024 as developers implement these APIs.
With the ecosystem, the Privacy Sandbox initiative will work to create privacy-preserving substitutes for third-party cookies and other types of cross-site tracking. Google has been releasing trial versions of much new Privacy Sandbox APIs in Chrome for developers to explore over the past few months. Google and the UK’s Competition and Markets Authority (CMA) came to an understanding earlier this year regarding how Google will create and roll out the Privacy Sandbox in Chrome globally.
The need for more time to study and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome is the most frequent complaint, according to the company.
For these reasons, “we are expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome”. Developers can already test these APIs now, and beginning in early August, the Privacy Sandbox trials will expand to millions of users globally.
Google will gradually increase the trial population throughout the rest of the A year and into 2023.
