Not long ago, the tech giant, Google announced it will phase out the third-party cookies on Chrome by this year. Now they are backtracking on their decision. Possibly, they are delaying the process to phase out the third-party cookies on Chrome.
Google said in a post on Privacy Sandbox News, “We are providing an update on the plan for third-party cookie deprecation on Chrome.”
The announcement was made just before the time for quarterly reports from Google. The companies also cited challenges in the ad market in the absence of cookies and CMA’s need for time to review results from industry tests.
They are citing this reason for the delay.
“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators, and developers, and will continue to engage closely with the entire ecosystem.”
“It’s also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.”
They also upheld its commitment to closely working with CMA and ICO to conclude the process this year. They also said that hopefully, they’ll begin the cookie depreciation process by next year.
For those who don’t know, this is the third time Google has delayed the third-party cookie depreciation process. Originally, this process was supposed to be completed by January 2020.
Since then, Google has been trying to find alternative solutions to provide targeted ads.
