April 24, 2024 at 10:39AM
Google’s original plan to eliminate third-party cookies in Chrome by the end of 2024 is delayed to 2025 due to regulatory concerns and feedback. The company aims to implement its Privacy Sandbox initiative to phase out cookies and reduce tracking while keeping content free. Some in the ad industry have raised concerns about Google’s plan.
Based on the meeting notes, it is clear that Google’s plan to phase out third-party cookies in Chrome has been postponed to 2025 due to challenges in reconciling divergent feedback and regulatory concerns, particularly from the UK’s Competition and Markets Authority and Information Commissioner’s Office.
The company had initially aimed to drop third-party cookies by the end of 2024 as part of its Privacy Sandbox initiative, with the goal of reducing cross-site and cross-app tracking while keeping online content and services free for all. However, this move has been met with criticism from some within the ad industry, with concerns raised about the impact on competition and the ability of smaller media companies to compete.
Google has stated its commitment to engaging with the UK Competition and Markets Authority and Information Commissioner’s Office in the hopes of reaching an agreement and proceeding with third-party cookie deprecation starting early next year, assuming any remaining competition concerns are addressed.
Overall, it is evident that Google is navigating challenges and feedback related to their Privacy Sandbox initiative and remains committed to finding a resolution with regulatory authorities.