Google delays phaseout of third-party cookies from Chrome to 2024

Google is once again delaying its plan to phase out third-party cookies in Chrome. For those keeping track, the company first unveiled its 2019 and said the implementation would . By the UK Competition and Markets Authority (CMA) and the , Google . On Wednesday, the company announced another delay and said it would not end support for third-party cookies until the second half of 2024.

“The most consistent feedback we’ve received is that we need more time to evaluate and test the new privacy sandbox technologies before Chrome refuses third-party cookies,” said Anthony Chavez, Google’s vice president of privacy -Sandbox. “This feedback aligns with ours to ensure that the Privacy Sandbox provides effective privacy-preserving technologies and that the industry has adequate time to adopt these new solutions.”

A chart showing Google's current timeline for phasing out third-party cookies from Chrome. The company won't end support for third-party cookies until 2024.


Under the current schedule, Google will expand availability to “millions of users worldwide” by early next month. The company then plans to gradually expand the test to more people in 2022 and 2023. It hopes to officially launch the Privacy Sandbox APIs by Q3 2023 and continue to thrive without relying on cross-site tracking identifiers or covert techniques like fingerprinting,” Chavez said.

Google’s replacement for third-party cookies was originally known as Federated Learning of Cohorts, or FLoC. Earlier this year, the company announced a new approach called . As the name suggests, the API tracks your interests. First, Google plans to categorize the websites you visit based on one of 300 themes. When you visit a website that supports the API, Chrome will announce three random topics of interest to you. The website publisher may then further share this information with its advertising partners to decide which ads to show you. In theory, this should create a more private browsing experience.

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