Google Delays Third-Party Cookie Demise Yet Again

Google is delaying the end of third-party cookies in Chrome -- again. This marks the third time Google pushed back its original deadline set in January 2020, when the company said it would phase out third-party cookies 'within two years' to improve internet security. Digiday reports: The announcement was made on Tuesday ahead of quarterly reports from Google and the ever-watchful U.K. Competition and Markets Authority (CMA), keeping tabs on how this whole situation unfolds.

'We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem,' according to a statement Google posted on its website for the Privacy Sandbox. 'It's also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.'

Google did not outline a more specific timetable beyond hoping for 2025. 'We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year,' Google's statement read. 'Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year.' 'We welcome Google's announcement clarifying the timing of third-party cookie deprecation. This will allow time to assess the results of industry tests and resolve remaining issues,' said a spokesperson from the CMA. 'Under the commitments, Google has agreed to resolve our remaining competition concerns before going ahead with third-party cookie deprecation. Working closely with the ICO we expect to conclude this process by the end of 2024.'

At the start of the year, Google started purging third-party cookies for one percent of browser traffic.

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