Google has now confirmed the delay, writing in a blog post that its involvement with UK regulators in the so-called “Privacy Sandbox” means that support for tracking cookies in Google Chrome will not begin to be removed before the second half of 2023.
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“We plan to continue working with the internet community to build more private approaches in key areas, including ad measurement, delivering relevant ads and content, and fraud detection,” the company says.
“Today, Chrome and others have offered more than 30 suggestions, and four of them are available in origin trials.”
“For Chrome specifically, our goal is to have the core technologies in place by the end of 2022 so that the developer can start adopting them. Subject to our engagement with the UK Competition and Markets Authority (CMA) and in line with the commitments we have offered, Chrome could then phase out third-party tracking cookies over a three-month period, starting in mid-2023.”
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The delay gives the adtech industry more time to adapt to the post-tracking-cookies online landscape – assuming the CMA lets Google go ahead with its plans.
Information source: techcrunch.com
