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Google has delayed its plan to phase out cookies for all Chrome users. Just a few months ago, the search giant planned to stop using third-party cookies by mid-2024. But now Google has postponed this step until at least 2025.
Alphabet said in a blog post that it is still working with the advertising industry and regulators (including the UK's Competition and Markets Authority, which is reviewing Google's practices) on the plan. Google said it hopes to eliminate third-party cookies early next year, provided it can reach a deal with regulators.
“We recognize that there are ongoing challenges in reconciling various feedback from industry, regulators and developers, and will continue to work closely with the entire ecosystem,” the company said.
Google is talking to publishers, marketers and regulators about its plan to replace cookies. Marketers typically use these files to track people's online activity and tailor advertising under an initiative known as Privacy Sandbox.
Google's decision to phase out cookies follows the steps of Apple, which shook up the digital advertising market in 2021 by limiting advertisers' access to user data on its operating system. But as tech giants face increased antitrust scrutiny, some experts worry that Google, by ditching cookies, could increase its power in the digital advertising market where it already plays a dominant role.
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