Google has announced that it will postpone plans to phase out third-party cookies in the Chrome browser until late 2024. This is a move that overturns the way ads are targeted on websites.
The Alphabet Inc. unit plans to replace cookies in collaboration with publishers, marketers and regulatory agencies through an initiative called the Privacy Sandbox. This software marketer tracks people’s online activity and adjusts their ads accordingly. Google said in a blog post Wednesday that it would postpone the move to the new system to give marketers more time to test the tool.
“The most consistent feedback we’ve received is that we need more time to evaluate and test the new privacy sandbox technology before we can deprecate third-party cookies in Chrome,” Google said. President Anthony Chavez wrote in a post. “Currently, we plan to phase out third-party cookies in Chrome in late 2024.”
A trial version of the new privacy-friendly advertising tool will be expanded to more users in early August, increasing for the rest of the year and 2023. This news was first reported by Insider.
Google’s decision to phase out cookie echo is a move by Apple that rocked the digital advertising market last year by restricting advertisers’ access to user data in the iOS operating system. But as tech giants face rising antitrust scrutiny, some experts say that Google’s move to abolish cookies is already dominating the digital advertising market. I am concerned that it may increase my strength.
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Google postpones the phasing out of advertising cookies in Chrome until 2024
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