In a significant policy shift, Google has decided not to end support for third-party cookies in its Chrome web browser. In 2020, the company initially announced its intention to phase out third-party cookies and other tracking technologies like cross-site tracking identifiers and fingerprinting by 2022. This plan aimed to replace these methods with more privacy-conscious alternatives to maintain the web’s advertising model without disruption.
However, the timeline for this transition faced multiple delays. Initially postponed to 2023, it was then extended to 2024, and in April, Google announced a further delay to sometime in 2025. In January, Google began a broader phase of testing, branding the change under “Tracking Protection”. This feature aimed to limit third-party cookies’ ability to track users, introducing the concept with a “Browse with more privacy” message to early testers.
Despite these efforts, Google has now opted to introduce a new experience in Chrome that allows users to make informed choices about their privacy settings across their web browsing activities, rather than completely deprecating third-party cookies. The big tech giant explained that the transition away from third-party cookies would have required significant work from many industry participants, impacting publishers, advertisers, and others involved in online advertising.
Additionally, Google says it will continue to support and invest in the Privacy Sandbox APIs to improve both privacy and utility. The company adds that it is committed to consulting with global regulators such as the CMA and ICO as it finalises this approach.
(Source: Google [official blog])
