Google has announced a delay in the phase out of third-party cookies in Chrome again.
The tech company announced update in the cookie phase out time in its first quarter report.
It revealed that they would not be able to complete the phase out by the second half of 2024. Instead, it said that it would aim to start this process early next year moving to a 2025 date.
On its update post, the platform said:
We are providing an update on the plan for third-party cookie deprecation on Chrome.
We recognise that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It’s also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.
We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year. Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year.
The report was a part of quarterly reports published by UK’s Competition and Markets Authority (CMA) and Google to update the ecosystem on the latest status of Privacy Sandbox for the Web.
Google has postponed the deprecation of third-party cookies for a second year in a row. The platform originally said that it would phase out all third-party cookies by 2022 and has delayed it several times since.
