Google Delays Phasing Out Ad Cookies on Chrome Until 2024

Google announced on Wednesday that it is postponing its plans to disable third-party cookies in the Chrome web browser from late 2023 to the second half of 2024. 

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” Anthony Chavez, vice president of Privacy Sandbox, stated. 

Keeping this in mind, the internet and ad tech behemoth announced a “deliberate approach” to extending the testing window for its continuing Privacy Sandbox activities before phasing out third-party cookies. Cookies are packets of data that a web browser places on a user’s computer or another device when they visit a website, with third-party cookies powering much of the digital advertising ecosystem and its capacity to follow users across other sites to serve tailored adverts. 

Google’s Privacy Sandbox is an umbrella phrase for a collection of technologies aimed at improving consumers’ privacy across the web and Android by limiting cross-site and cross-app tracking and offering improved, safer alternatives to serve interest-based ads. While Google had intended to launch the functionality in early 2022, it altered the timeframe in June 2021, proposing to phase away third-party cookies over a three-month period beginning in mid-2023 and concluding in late 2023.&nbs

[…]
Content was cut in order to protect the source.Please visit the source for the rest of the article.