Google has announced yet another postponement of its plan to implement restrictions on third-party cookies in its Chrome browser.
This decision comes just before the upcoming release of the UK’s Competition and Markets Authority (CMA) joint quarterly report on this issue with Google.
Citing feedback from industry stakeholders, regulators, and developers as the reason for the delay, Google’s Privacy Sandbox website shared the news, acknowledging the need for the CMA to thoroughly review all evidence, including results from industry tests due by the end of June.
Implications of the delay
The original plan to phase out third-party cookies in Chrome in the second half of Q4 2024 has now been pushed back indefinitely. This marks the third time Google has postponed its target, which was initially set in January 2020 with a two-year implementation timeline.
With uncertainty looming over the future timeline, the online advertising industry faces ongoing challenges in adapting to the forthcoming changes. The CMA has expressed concerns about Google’s replacement APIs and their potential impact on competition, adding another layer of complexity to the situation.
Despite the setbacks, Google remains hopeful for progress, stating, “Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year.”
The response to the project has been lukewarm at best, leaving stakeholders in a state of limbo as they prepare for a future without third-party cookies.
