Google has announced a delay in the plan to phase out third-party cookies in Chrome. Originally slated to be completed in Q4 2024, the timeline has been pushed back to the first quarter of 2025.
The reasoning behind this decision stems from the Competition and Markets Authority (CMA) in the United Kingdom, which found that Google’s cookie closure plan had significant repercussions on the online advertising industry. As a result, stakeholders were urged to provide feedback to the CMA by the end of June, and the CMA will conduct a review to assess the real impact of Google’s plan. This scrutiny led Google to postpone the cookie phase-out.
For those not following this development closely, Google’s plan involves ceasing the use of long-standing third-party cookies and transitioning to the Privacy Sandbox embedded directly into the browser (eliminating the need for website tracking). Instead, the focus will be on capturing users’ interests through the Topics API for displaying broader web-based advertisements, as opposed to current identity-specific ad targeting methods.
TLDR: Google delays the phase-out of third-party cookies in Chrome following concerns raised by the UK’s Competition and Markets Authority regarding the impact on the online advertising industry. The plan now involves transitioning to the Privacy Sandbox for capturing user interests and displaying wide-ranging web ads.
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