Google has postponed its plan to gradually phase out third-party cookies for all Chrome users. 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 stated in a blog that it is still working with the advertising industry and regulators (including the UK Competition and Markets Authority, which is investigating Google's practices) on this plan. Google stated that it hopes to eliminate third-party cookies early next year, provided it can reach an agreement with regulators.
"We recognize that there are ongoing challenges in reconciling various feedback from the industry, regulators, and developers, and we will continue to closely collaborate with the entire ecosystem," the company said.
Google is discussing its plan to replace cookies with publishers, marketers, and regulators. Typically, marketers use these cookies to track people's online activity and tailor ads based on the Privacy Sandbox initiative.
Google's decision to gradually phase out cookies mirrors Apple's steps, which shook up the digital advertising market in 2021 by restricting advertisers' access to user data in its operating system. However, as tech giants face increased antitrust scrutiny, some experts are concerned that by abandoning cookies, Google may increase its power in the digital advertising market, where it already plays a dominant role.
Source: bloomberg
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