The plan by Google to gradually phase out third-party cookies in the Chrome browser has been postponed once more, this time until the second half of 2024.

The purpose of the delay is to give web designers, publishers, and advertisers enough time to test and accept Google’s substitutes for third-party cookies, which promise to help businesses deliver relevant advertisements while protecting users’ privacy.

Google Vice President Anthony Chavez stated in an blog post (Opens in a new window) on Wednesday that the most common criticism was the need for more time to analyze and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome.

Google worries that without the wait, marketing companies may turn to more intrusive online tracking methods, like browser fingerprinting, to target users with relevant adverts. Chavez noted that this methodical strategy to moving away from third-party cookies assures that the web may continue to flourish without relying on cross-site tracking identifiers or sneaky tricks.

The issue with third-party cookies is that they can follow your online activity as you navigate from one website to another, providing advertisers with insight into your specific preferences. Because of this, third-party cookies are already blocked by default in Mozilla Firefox and Apple Safari.

Google’s initial plan was to gradually phase away third-party cookies in Chrome by the end of 2022, citing the need for increased user privacy in the browser. However, the development and uptake of the company’s substitutes for third-party cookies has been taking longer than anticipated.

Google said a year ago that it had to postpone the phase-out of third-party cookies until mid-2023 in order to win over businesses and government regulators. 65.8% of the market is occupied by Chrome. Therefore, every browser update could have an impact on millions of individuals as well as several businesses worldwide.

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The corporation is currently delaying the deadline until possibly late 2024. In the interim, Google is getting ready to broaden public testing for its replacements for third-party cookies, known as the Privacy Sandbox APIs (Opens in a new window) , later this year.

Beginning in early August, the Privacy Sandbox trials (Opens in a new window) will be made available to millions of users worldwide. Chavez said the trial population will then progressively grow throughout the remainder of the year and into 2023. Users will see an prompt (Opens in a new window) with the option to manage their participation before being included to the trials. We’ll continue to pay attention to comments as the online community tests these APIs and react accordingly.

The Privacy Sandbox APIs will then be formally released by the company in Q3 2023. By utilizing Chrome to identify a few topics you are interested in and then passing a random one to advertising networks, one of these APIs aims to provide consumers with relevant ads.

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