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Google has once again decided to delay the phasing out of third-party tracking cookies in Chrome. The tech giant is seeking additional feedback from regulators, developers, and industry partners before moving forward with the initiative.
The new timeline for the phase-out is set for early 2025. Google is also engaging with the Competition and Markets Authority, particularly to address concerns from commercial partners about the impact of removing cookies. The results of these assessments are expected by the end of June, with the goal of completing the process by the end of the year and beginning the phase-out in early 2025. Back in 2019, Google announced its intention to eliminate third-party tracking cookies in Chrome, introducing a set of open web standards under the Privacy Sandbox initiative to balance personalized advertising with user privacy.
The planned phase-out was originally scheduled for the summer of 2022 but was postponed. The company stated that more time was needed to refine the initiative, and the British CMA urged Google to enhance privacy protections for users. On January 4, 2024, Google began blocking third-party cookies for one percent of global Chrome users as a first step. Tweakers published an in-depth article explaining the workings of the Privacy Sandbox initiative.
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