Google Postpones Cookie Removal Once Again

– Google delayed the removal of third-party cookies from Chrome, giving companies more time to prepare following pushback
– Google plans to phase out cookies in 2025, pending approval from the CMA and ICO
– The delay is due to challenges reconciling feedback from various stakeholders and regulatory complications

Google has once again delayed the removal of third-party cookies from Chrome, giving companies more time to prepare for the change following industry and regulatory pushback. The move to phase out cookies is now planned for 2025, pending approval from the CMA and ICO. Third-party cookies are small data files used by companies to track consumers across websites and target them with ads. Google’s decision to phase out cookies is part of its effort to increase consumer privacy protections, although it has faced challenges due to its reliance on ads and concerns from companies about the impact on advertising.

In January, Google tested phasing out cookies for 1% of Chrome users, but adtech companies raised concerns about the new technology not adequately compensating for lost cookie features. Additionally, regulatory complications, such as the UK’s CMA needing to review and approve the new technology as non-anticompetitive, have slowed down the process. Google must wait for approval from the CMA and ICO before beginning to phase out third-party cookies in Chrome, with the timeline now set for early 2025.

The ICO, along with the CMA, will work with Google to ensure that the removal of web cookies leads to beneficial privacy outcomes for web users. The delay in the removal of third-party cookies is intended to allow for further assessment of industry tests and the resolution of any remaining issues. Google’s Privacy Sandbox technologies are being developed to protect consumer privacy while still allowing companies to advertise effectively, but the challenges in implementation and feedback from various stakeholders have contributed to the delays in the removal of cookies.

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