Update on Google’s Delayed Timeline for Deprecation of Third-Party Cookies in Chrome

Google has announced a further delay in the phase-out of third-party cookies in Chrome, extending the timeline to early 2025. The initial plan to deprecate third-party cookies by 2022 has faced multiple delays, with the latest postponement attributed to regulatory considerations and ongoing collaboration with the UK’s Competition and Markets Authority (CMA).

In a blog post today, Google acknowledged the challenges of reconciling feedback from industry stakeholders, regulators, and developers, leading to the decision to push back the timeline for third-party cookie deprecation. The CMA has set a deadline for market participants to submit results from industry tests by the end of June, influencing the overall timeline for the initiative.

Google plans to provide a specific update on the schedule for discontinuing third-party cookies in Chrome in their upcoming quarterly report, scheduled for release on April 26. The company remains committed to engaging with regulatory authorities like the CMA and the Information Commissioner’s Office (ICO) to ensure a thorough review process before proceeding with the deprecation of third-party cookies.

The Privacy Sandbox for the Web, launched by Google in 2019, aims to enhance web privacy while still enabling effective advertising practices. The program seeks to address privacy concerns associated with the use of third-party cookies, which have been criticized for invasive tracking practices without clear user consent.

As tech companies like Google transition away from third-party cookies, regulatory pressures and consumer demands for enhanced privacy protections continue to shape the future of online advertising practices. Stay tuned for further updates on Google’s efforts to replace third-party cookies with more privacy-conscious solutions.