The cookie-free Chrome browser will not surface this year, Google reports. Phasing out so-called third-party tracking cookies is now not going to happen until next year.
The reason for the delay in phasing out third-party cookies in the Chrome browser is that Google is still in discussions with the ad industry, developers and regulators to come up with a final plan. This involves negotiations with the UK’s Competition and Markets Authority (CMA).
The tech giant says it hopes to reach an agreement with all stakeholders on this soon. Then the change could be implemented in 2025. Earlier, the final phase-out was scheduled for the third quarter of this year, after January this year was also mentioned as a possible start date.
Read more: Google starts phasing out third-party cookies in January
Alternative to cookies
Google has been searching for some time, since late 2022, for an answer to the problem of third-party tracking cookies in its browser. These cookies track users’ browsing behaviour with the aim of offering personalized advertisements.
Such cookies are a thorn in the side of privacy organizations, regulators and competition supervisors. The latter authority is particularly concerned with Google’s dominant advertising strategy.
Privacy Sandbox
Google itself wants to implement its own Privacy Sandbox initiative as an alternative to third-party cookies. With this set of tools, advertisers can still have opportunities for more targeted online ads, where at the same time the privacy of end users is fully guaranteed.
Google’s Privacy Sandbox consists of a set of targeting APIs; Protected Audience, Shared Storage, Private Aggregation, Attribution Reporting and Fenced Frames.
Chrome extension
By the way, end users who want to test for themselves how many third-party cookies they are facing on a visited website in Chrome can download the Privacy Sandbox Analysis Tool extension for this themselves.
Also read: What is the Google Chrome Privacy Sandbox?