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Google delays phase-out of third-party cookies until 2025 The Register

Google delays phase-out of third-party cookies until 2025 The Register

 


Google's plans to phase out third-party cookies from Chrome have been postponed to 2025 amid a dispute with the UK's Competition and Markets Authority (CMA) and Information Commissioner's Office (ICO).

The US ad search and cloud giant said the challenge was to “reconciliate the disparate feedback” surrounding the plans and that the CMA needed time to “consider all the evidence”.

Google has long planned to remove third-party cookies from its Chrome browser as part of its Privacy Sandbox initiative. The most recent deadline was the end of 2024, but the ban was delayed due to feedback and regulatory concerns, according to a company blog post.

Google's Privacy Sandbox aims to “phase out support for third-party cookies as new solutions are introduced” and “to ensure that online content and services are free and available to everyone.” “while reducing cross-site and cross-app tracking.”

But some in the advertising industry are reacting to Google's plans with caution. In 2023, James Roswell, a digital marketer and co-founder of marketer advocacy group Movement for an Open Web, told The Register: eliminates the ability to target and measure campaigns using a proprietary combination of technologies in favor of solutions provided by Google.

Earlier this week, a leaked draft report raised questions about how private the Privacy Sandbox actually is, with the Internet Advertising Bureau (IAB) releasing a report in early 2024. [PDF] They complain that Google's plan will limit the competitiveness of small media companies.

Google disagrees with the IAB and says it “continues to move forward with its plans to phase out third-party cookies in the second half of 2024, subject to addressing any remaining competition concerns from the UK Competition and Markets Authority.” gave an answer.

In its latest post, Google said: “We remain committed to working closely with the CMA and ICO and hope to complete that process by the end of this year. If we can reach an agreement, we will We are planning to proceed with the phase out of party cookies.” . ”

Sources

1/ https://Google.com/

2/ https://www.theregister.com/2024/04/24/google_delays_cookie_cull/

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