Google Delays Plan to Phase Out Cookies Until 2024

Power Retail By Power Retail | 28 Jul 2022

Google is pausing its plan to phase out cookies for another 12 months as user feedback forces them to re-evaluate their technologies.

Google has confirmed that it will pause its closure of cookies until 2024.

In 2021, Google announced it would be phasing out its Cookies by mid-to-end of 2023, which aimed to give publishers, advertisers and regulators enough time they needed to adapt to the changes.

This delay comes as Google relays the feedback from its users in response to its new privacy policy, Google Privacy Sandbox, which aims to reduce tracking cross-site and cross-app.

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” the statement from Anthony Chavez, the VP of Privacy Sandbox, read.

“This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions. This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.”

“For these reasons, we are expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome.” As such, Google intends to delay the closure of cookies from 2023, and will commence phasing them out in the second half 2024.

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