According to reports, Google announced today that it will postpone the timetable for the Chrome browser to eliminate third-party tracking cookies from 2022 to 2023 so that the digital advertising industry has more time to plan more privacy-conscious targeted advertising.
At the beginning of last year, Google announced that it would end Chrome browser support for third-party cookies in early 2022, on the grounds that users have put forward higher requirements for privacy and data control rights.
Obviously, this decision will subvert the current online advertising market. Cookies have been the cornerstone of digital advertising for 25 years. To achieve accurate cross-platform advertising, third-party cookies are a commonly used tool.
After discontinuing support for third-party cookies, Google plans to promote its Privacy Sandbox technology. But publishers and ad technology companies have complained that Google’s so-called privacy sandbox will limit their ability to collect information from online users, thereby affecting their ability to provide more valuable advertisements.
Today, Google announced that it will postpone the timetable for eliminating Cookies to 2023. Chrome’s director of privacy engineering, Vinay Goel, said in a blog post: “Although this initiative has made considerable progress, it’s clear that the entire ecosystem needs more time to address this issue. Do it well.
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Google said it will continue to work with the Web community to develop more private advertising measurement methods, provide relevant advertising and content, and fraud detection. Chrome’s goal is to deploy related technologies by the end of 2022, allowing developers to start adopting these technologies.
In January of this year, the British antitrust agency, the Competition and Market Authority (CMA), launched an antitrust investigation into Google’s plan to phase out Cookies. CMA said that Google’s move may weaken publishers’ ability and disrupt competition in the digital advertising market, thereby further consolidating Google’s market power.
Google said today: “According to our cooperation with the British CMA and our commitments, starting from mid-2023, Chrome will phase out third-party cookies within three months until the end of 2023.”
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