Google is once more delaying its plan to section out third-party cookies in Chrome. For these retaining observe, the corporate first unveiled its in 2019 and mentioned implementation would . However, from the United Kingdom’s Competition and Markets Authority (CMA) and the , Google . On Wednesday, the corporate announced an additional delay and mentioned it received’t finish assist for third-party cookies earlier than 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,” mentioned Anthony Chavez, Google’s vice chairman of Privacy Sandbox. “This feedback aligns with our to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions.”

Under its present timeline, Google will develop the provision of its to “millions of users globally” by early subsequent month. The firm then plans to progressively roll out the take a look at to extra people all through 2022 and 2023. It hopes to formally launch the Privacy Sandbox APIs by the third quarter of 2023. “This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting,” mentioned Chavez.

Google’s substitute for third-party cookies was initially generally known as Federated Learning of Cohorts or FLoC. At the beginning of the yr, the corporate introduced a brand new strategy known as . As the title suggests, the API will observe your pursuits. Initially, Google plans to categorize the web sites you go to based mostly on considered one of 300 matters. When you go to an internet site that helps the API, Chrome will share three random matters you’re excited about. The web site’s writer can then additional share that info with their promoting companions to resolve what adverts to indicate you. In concept, that ought to create a extra non-public shopping expertise.