Google Gives Third-Party Cookies Another Year

Google is postponing the deprecation of third-party cookies in Chrome for another year, with plans to phase them out by 2024.

This is the second extension to Chrome’s support for third-party cookies, which Google originally planned to end this year.

Plans changed again last year when Google extended the deadline to 2023. Now the extension is getting an extension.

Google needs more time to test its Privacy Sandbox initiative, a less intrusive solution for delivering targeted ads.

Anthony Chavez, vice president of Google’s Privacy Sandbox initiative, states in a blog post:

“The most consistent feedback we’ve received is that more time is needed to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome…

This deliberate approach to moving away from third-party cookies allows the web to continue to thrive without relying on cross-site tracking IDs or secret techniques like fingerprinting.”

Google has started testing the Privacy Sandbox in recent months. Developers, publishers and marketers agree that a longer testing period is needed.

Now, Google plans to gradually move from third-party cookies to the Privacy Sandbox instead of abruptly replacing them with something new.

A trial version of the Privacy Sandbox API is available to developers. In August, the trial will be extended to millions of people worldwide.

Google will continue to roll out the test to more people throughout the year and into 2023.

Chavez continues:

“In Q3 2023, we expect the Privacy Sandbox APIs to be launched and generally available in Chrome. With developers adopting these APIs, we now plan to begin phasing out third-party cookies in Chrome in the second half of 2024. As always, you can find up-to-date timelines and milestones on the Privacy Sandbox website.”

For marketers and advertisers, this means more time before adjusting your advertising strategies to target Chrome users.

It is unknown how the deprecation of third-party cookies in Chrome will affect advertisers or how effective the Privacy Sandbox is at targeting customers.

We will likely learn more as the test expands in 2022 and 2023.

Source: Google

Featured Image: Shutterstock/Faithie

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