Taking another step back from their previous plan to eliminate cookies from Chrome by 2022, there is news from Google that they are planning to delay their project. Now after two postponements, they have announced a new delay to early next year. This means that the plan is now to complete the eradication of every strain and variant in the 12th or 13th month of next year.
This decision arose from several factors and is a wave different from other years. Google will continue to pursue a tough path with European regulators, particularly the UK CMA, given the remaining competition concerns. However, as part of the process, it is also important to consider giving the CMA time to examine the resulting trials across the industry to make appropriate decisions.
The main problem is with third-party cookies that allow advertisers to track a user’s experience on the web and are viewed as a privacy invasion more than in the past. Google’s Natural Inquiry: Privacy Sandbox attempts to provide alternatives to these cookies with more user-centric options.
The technologies used here are a range of novel tools and include “Topics”, a privacy-preserving system that assigns interest categories to users, and “Fenced Frames”, a restrictive mechanism for sharing webpage data. The goal of these advancements is to strike a delicate balance: balancing a healthy online advertising ecosystem with the security of user information.
The delay to 2023 and then to 2024 ultimately shows how surprising planetary movements can be. In January 2024, Tracking Protection was a wide-scale testing phase in Chrome for third-party cookies, where users received reminders on reducing the use of such cookies.
Putting the present on hold is an important note, reminding us that obstacles arise from time to time when it comes to a process focused on creating privacy-friendly web pages. It could be said that the fact that Google wants to work closely with regulators and the industry could mean that it is seeking a balanced transition that fully respects user privacy and the operation of the ad system. Will cover from. Only with the worldwide retirement of cookies by third parties in early 2025 could the show end abruptly.
