Google postpones cookie depreciation again, this time until 2025

In a recurring plot twist, Google has once again delayed the deprecation of third-party cookies in its Chrome web browser. Previously he was scheduled to complete by late Q4 2024, but now Google expects this change to take place during his 2025.

This is the third time Google has delayed its cookie retirement schedule, with the plan first announced in January 2020, when the company promised to remove tracking technology from Chrome within two years. But January 2022 has come and gone, and cookies are still a part of everyday life. The delay comes after the UK watchdog, the Competition and Markets Authority (CMA), raised a series of 39 concerns about the plans in January 2024, key among them the privacy sandbox. This is the impact that Google's cookie replacement, known as Google, will have on competitors.

“We are particularly keen to resolve any remaining concerns about the design of the privacy sandbox tool and ensure that Google does not use the tool in a way that prioritizes its own advertising services,” the CMA said in a January report. We are working on it,” he said.

The UK's privacy regulator, the Information Commissioner's Officer (ICO), said earlier this month that Google's proposed cookie alternatives, as well as Privacy Sands, need to do more to protect consumer privacy. It added its own concerns, saying the boxes leave gaps that could be exploited to compromise privacy and privacy. Identify users who should remain anonymous.

Google said in a statement that it recognizes the continuing challenges associated with reconciling disparate feedback from industry, regulators, and developers, and will continue to work closely with the entire ecosystem. It is also important that the CMA has sufficient time to consider all evidence, including the results of industry tests, which the CMA is asking market participants to submit by the end of June. We remain committed to working closely with the CMA and ICO and hope to complete the process by the end of the year. If we can reach an agreement, we expect to phase out third-party cookies from early next year.

A CMA spokesperson told Digiday that the company welcomes Google's announcement clarifying when it will phase out third-party cookies. This allows time to evaluate industry test results and resolve any remaining issues. Under this commitment, Google has agreed to resolve any remaining competitive concerns before proceeding with the retirement of third-party cookies. We plan to work closely with the ICO to complete this process by the end of 2024.

In the meantime, marketers, advertisers and developers will be in limbo, but for now many are taking some comfort in the uncertainty that has already been going on for more than four years. .

Sources 1/ https://Google.com/ 2/ https://www.retailtouchpoints.com/topics/digital-marketing/google-again-delays-cookie-depreciation-this-time-to-2025 The mention sources can contact us to remove/changing this article

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