Google postpones phasing out of ad cookies in Google Chrome, here’s why

Google Chrome

Google has officially delayed its plans to phase out third-party advertisement cookies in its Chrome browser until early 2025. The search giant disclosed the postponement via a blog post today, adding that it’s still working with the ad industry and regulators on the plan, including the UK’s Competition and Markets Authority.

Google had previously announced that it would phase out third-party cookies in Chrome by 2022, but this was then delayed to late 2023, and then again to 2024. Now, Google hopes to eliminate third-party cookies by early next year, provided it can agree terms with regulators.

In a blog post, Google said, “We recognise 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.”

Further, they added “It's also critical that the CMA (Competition and Markets Authority) 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 wanted to phase out cookies, which are essentially a tracking tool that gather information about users’ browsing habits. Google with Privacy Sandbox wants to give users more control over their privacy and data. It is similar to what Apple did in 2021 when it restricted advertisers' access to user data. However, there have been argument about this move giving Google even more control. Regulators are keeping a close eye to ensure a fair playing field.

Google has consistently indicated that it intends to phase out cookies in Chrome by the end of 2024 and is actively exploring alternative solutions such as Privacy Sandbox to allow for limited and safe advertisements. However, that plan now has been delayed yet again.