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Google has again delayed its program to signifier retired third-party cookies successful the Chrome web browser. The latest postponement comes aft ongoing challenges successful reconciling feedback from manufacture stakeholders and regulators.
The announcement was made successful Google and the UK’s Competition and Markets Authority (CMA) associated quarterly study connected the Privacy Sandbox initiative, scheduled for merchandise connected April 26.
Chrome’s Third-Party Cookie Phaseout Pushed To 2025
Google states it “will not implicit third-party cooky deprecation during the 2nd fractional of Q4” this twelvemonth arsenic planned.
Instead, the tech elephantine aims to statesman deprecating third-party cookies successful Chrome “starting aboriginal adjacent year,” assuming an statement tin beryllium reached with the CMA and the UK’s Information Commissioner’s Office (ICO).
The connection reads:
“We admit that determination are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and volition proceed to prosecute intimately with the full ecosystem. It’s besides captious that the CMA has capable clip to reappraisal each evidence, including results from manufacture tests, which the CMA has asked marketplace participants to supply by the extremity of June.”
Continued Engagement With Regulators
Google reiterated its committedness to “engaging intimately with the CMA and ICO” passim the process and hopes to reason discussions this year.
This marks the 3rd hold to Google’s program to deprecate third-party cookies, initially aiming for a Q3 2023 phaseout earlier pushing it backmost to precocious 2024.
The postponements bespeak the challenges successful transitioning distant from cross-site idiosyncratic tracking portion balancing privateness and advertiser interests.
Transition Period & Impact
In January, Chrome began restricting third-party cooky entree for 1% of users globally. This percent was expected to gradually summation until 100% of users were covered by Q3 2024.
However, the latest hold gives websites and services much clip to migrate distant from third-party cooky dependencies done Google’s constricted “deprecation trials” program.
The trials connection impermanent cooky entree extensions until December 27, 2024, for non-advertising usage cases that tin show nonstop idiosyncratic interaction and functional breakage.
While easing the transition, the trials person strict eligibility rules. Advertising-related services are ineligible, and origins matching known ad-related domains are rejected.
Google states the programme aims to code functional issues alternatively than relieve wide information postulation inconveniences.
Publisher & Advertiser Implications
The repeated delays item the imaginable disruption for integer publishers and advertisers relying connected third-party cooky tracking.
Industry groups person raised concerns that restricting cross-site tracking could propulsion websites toward much opaque privacy-invasive practices.
However, privateness advocates presumption the phaseout arsenic important successful preventing covert idiosyncratic profiling crossed the web.
With the latest postponement, each parties person much clip to hole for the eventual nonaccomplishment of third-party cookies and follow Google’s projected Privacy Sandbox APIs arsenic replacements.
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English (US)