Google delays phasing out third-party cookies from Chrome to 2024
Google again delays its plan to phase out third-party cookies in Chrome. For those keeping track, the company first unveiled its Privacy Sandbox initiative in 2019 and said implementation would begin in 2022. However, following scrutiny by the Competition and Markets Authority ( CMA) from the UK and the US Department of Justice, Google delayed phasing out until mid-2023 last year. On Wednesday, the company announced a new deadline and said it would not end support for third-party cookies until the second half of 2024.
"The most consistent feedback we've received is the need for more time to evaluate and test new Privacy Sandbox technologies before abandoning third-party cookies in Chrome," said Anthony Chavez, VP of Google. Privacy Sandbox. "These comments align with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and that the industry has sufficient time to adopt these new solutions."
Google's replacement for third-party cookies was originally known as Federated Learning of Cohorts or FLoC. Earlier this year, the company announced a new approach called Topics. As the name suggests, the API will follow your interests. Initially, Google plans to categorize the websites you visit based on one of 300 topics. When you visit an API-enabled website, Chrome shares three random topics that interest you. The site publisher can then share this information with its advertising partners to decide which ads to show you. In theory, this should create a more private browsing experience.
All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you purchase something through one of these links, we may earn an affiliate commission.
Google again delays its plan to phase out third-party cookies in Chrome. For those keeping track, the company first unveiled its Privacy Sandbox initiative in 2019 and said implementation would begin in 2022. However, following scrutiny by the Competition and Markets Authority ( CMA) from the UK and the US Department of Justice, Google delayed phasing out until mid-2023 last year. On Wednesday, the company announced a new deadline and said it would not end support for third-party cookies until the second half of 2024.
"The most consistent feedback we've received is the need for more time to evaluate and test new Privacy Sandbox technologies before abandoning third-party cookies in Chrome," said Anthony Chavez, VP of Google. Privacy Sandbox. "These comments align with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and that the industry has sufficient time to adopt these new solutions."
Google's replacement for third-party cookies was originally known as Federated Learning of Cohorts or FLoC. Earlier this year, the company announced a new approach called Topics. As the name suggests, the API will follow your interests. Initially, Google plans to categorize the websites you visit based on one of 300 topics. When you visit an API-enabled website, Chrome shares three random topics that interest you. The site publisher can then share this information with its advertising partners to decide which ads to show you. In theory, this should create a more private browsing experience.
All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you purchase something through one of these links, we may earn an affiliate commission.
What's Your Reaction?
