After getting pushback from local lawmakers and regulators overseas—together with nearly everybody who cares about privateness on-line—Google introduced on Thursday that it’ll delay its plans to kill off third-party cookies in its Chrome browser till late 2023. This is an almost two-year setback from its preliminary plan, which was to kill them off by early subsequent yr.

While no one’s a fan of the creepy tech that tracks and targets us throughout the net, Google’s preliminary plans to kill them off obtained a good bit of flack for a number of causes. First, privateness advocates have identified time and time again that the device that Google deliberate as a substitute for cookies—known as “Federated Learning of Cohorts, or FLoC, for short—was riddled with privacy problems that even cookies didn’t have. Meanwhile, the way FLoC was designed seemed almost engineered to give Google an even bigger chunk of the digital ad market, when it already controls more of the market than literally any other tech company on Earth.

Per Google, this two-year delay is meant to give the digital ad industry, publishers across the web, and regulators the time they need to get comfortable with this new technology.

“While there’s considerable progress with this initiative, it’s become clear that more time is needed across the ecosystem to get this right,” wrote Vinay Goel, Chrome’s director of privateness engineering in a company blog post. “We need to move at a responsible pace. This will allow sufficient time for public discussion on the right solutions, continued engagement with regulators, and for publishers and the advertising industry to migrate their services.”

Earlier this week, the European Commission announced it might be scrutinizing the corporate’s cookie-quashing plans as a part of a broader probe into Google’s digital advert dominance. As a part of settling the same probe from the UK’s competitors watchdog, Google had already committed to giving UK regulators a full 60-day discover earlier than eradicating cookies completely, so they may evaluation and doubtlessly tweak Google’s plans.