Google Delays Third-Party Cookie Deprecation

Google Delays Phasing Out Third-Party Cookies

Update: Google has officially announced a delay in its plans to eliminate support for tracking cookies in Chrome. This decision, detailed in a recent blog post, stems from ongoing discussions with U.K. regulators regarding the “Privacy Sandbox” initiative.

Privacy Sandbox and Future Development

The company states its commitment to collaborating with the web community to develop more privacy-focused methods for crucial functions. These include ad measurement, delivering pertinent content and advertisements, and the prevention of fraudulent activities.

Currently, Chrome and other browsers have proposed over 30 solutions, with four already available for testing through origin trials.

Deployment Timeline

Google aims to have the core technologies deployed by late 2022, allowing developers to begin integration. Pending approval from the United Kingdom’s Competition and Markets Authority (CMA), Chrome intends to phase out third-party cookies over a three-month period. This process is projected to begin in mid-2023 and conclude by late 2023.

This postponement provides the adtech sector with additional time to adjust to a digital landscape without tracking cookies, contingent upon the CMA’s approval of Google’s proposed changes.

Conversely, internet users – specifically those utilizing Chrome – will continue to be subject to third-party tracking for an extended duration. However, privacy-focused browsers remain available as alternatives.

The original report is presented below…

Google Considers Postponement of Cookie Deprecation

Reports suggest that Google, a leading adtech company, is considering a delay in its previously announced plan to deprecate third-party tracking cookies.

This initiative was initially unveiled in 2019, aiming to enhance online privacy by making it more difficult for marketers and advertisers to track users across the web, including the removal of third-party cookies from Chrome.

In January 2020, Google indicated that the transition would occur within two years, initially targeting completion by 2022.

Confirmation of Privacy Sandbox Announcement

Google confirmed to TechCrunch that an announcement regarding the Privacy Sandbox is scheduled for 4 p.m. BST/5 p.m. CET. This confirmation followed inquiries regarding information received from internal sources.

Sources indicate that Google’s revised implementation timeline is now set for 2023.

Official Statement and Delay Indication

A Google spokesperson acknowledged an incoming “update” but refrained from providing a direct confirmation of the delay. They stated that the announcement would provide clarity on Privacy Sandbox updates.

Responding to a request for confirmation of the postponement to 2023, the spokesperson offered an affirmative response, strongly suggesting a delay is imminent. The full details will be revealed with the official Privacy Sandbox announcement.

Previous Timeline and Privacy Sandbox Stack

Google had previously stated its intention to discontinue support for third-party cookies by 2022, implying the simultaneous deployment of the broader Privacy Sandbox suite of adtech solutions.

Earlier in the year, Google slightly adjusted this timeline, clarifying that no changes would be implemented before 2022.

Regulatory Scrutiny and Antitrust Concerns

The delay is largely attributed to increased regulatory scrutiny surrounding Google’s plan, fueled by antitrust complaints from the adtech industry. These complaints center on the significant changes the plan will impose on how user tracking and targeting are conducted.

CMA Involvement and Proposed Commitments

In the U.K., the Competition and Markets Authority (CMA) has been collaborating with the Information Commissioner’s Office to assess the competitive and privacy implications of Google’s proposed changes. The CMA recently issued a notice of intent to accept commitments from Google. These commitments would allow the regulator to prevent cookie deprecation if it deems the process detrimental to competition and privacy.

Google declined to comment on how the CMA’s involvement might affect the Privacy Sandbox timeline when previously questioned.

Impact of Increased Oversight

Heightened regulatory oversight of large technology companies will have significant consequences, effectively ending the era of rapid innovation and disruption often associated with these firms.