Google Delays Third-Party Cookie Ban in Chrome Browser Until 2025

Google’s decision to delay the ban on third-party cookies in its Chrome browser comes as part of its broader Privacy Sandbox initiative. Originally slated for implementation in late 2024, the ban has now been postponed to 2025. This move aims to give advertisers, publishers, and developers additional time to adapt to the changes and transition to alternative solutions.

The decision to delay the ban reflects the complexity of the transition process and the need for further collaboration and coordination among stakeholders. Google intends to work closely with industry partners to ensure a smooth transition while prioritizing user privacy and security.

The Privacy Sandbox initiative seeks to address privacy concerns associated with third-party cookies while maintaining the effectiveness of digital advertising and supporting the sustainability of the web ecosystem. By providing more time for stakeholders to adjust their strategies and adopt privacy-preserving technologies, Google aims to strike a balance between user privacy and the needs of advertisers and publishers.

Google Announces A New Replacement for Third-Party Cookies

Google’s decision to postpone the third-party cookie deprecation was announced through a blog post, where they acknowledged the feedback received from various stakeholders, including the industry, regulators, and developers. They emphasized the importance of reconciling divergent feedback and engaging closely with the entire ecosystem to ensure a smooth transition.

One significant factor in the delay is the need to provide the UK’s Competition and Markets Authority (CMA) with sufficient time to review all evidence, including results from industry tests. The CMA has requested that market participants provide this information by the end of June. In light of these considerations, Google has decided not to proceed with third-party cookie deprecation during the second half of Q4.

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This decision reflects Google’s commitment to transparency and collaboration in addressing privacy concerns. This is to ensure the continued effectiveness of digital advertising. It underscores the complexity of the transition process and the importance of a thorough review and assessment by regulatory authorities.

In January, Google initiated testing of a feature named Tracking Protection in the Chrome Browser. This feature, enabled by default during the test, blocks websites from accessing third-party cookies. Users also have the option to temporarily re-enable third-party cookies for a website if it’s experiencing functionality issues.