Google Chrome extends the date for deprecation of third-party cookie support to 2024
Google plans to delay the deprecation of third-party cookies in Chrome for another year. They also plan to begin phasing them off in 2024.
This is Chrome’s second extension to support third-party cookies. Google had initially intended to discontinue it this year.
Google extended the deadline for 2023 and planned changes once again. The extension is now being developed.
Google requires more time to evaluate its Privacy Sandbox initiative, a less intrusive way to deliver targeted advertising.
Anthony Chavez, Vice President for Google’s Privacy and Sandbox Initiative, stated in a blog post:
“The most consistent interpretation we have received is that testing and evaluating the Privacy Sandbox technologies takes more time before deprecating any third-party cookies in Chrome.
This intentional approach to transitioning away from third-party cookies ensures that the web can continue growing without relying upon cross-site tracking identifiers and covert techniques such as fingerprinting.
Over the past few months, Google began testing Privacy Sandbox. According to marketers, publishers, and developers, it needs to be tested for more extended periods.
Google intends to transition slowly from third-party cookies into the Privacy Sandbox rather than replacing them abruptly with something new.
Developers can download a trial version of Privacy Sandbox API. The trial will be extended to millions of people worldwide in August.
Google will continue to offer the test to more people throughout the year and into 2023.
“By Q3 2023, we expect Privacy Sandbox APIs will be available in Chrome. We plan to phase out third-party cookies from Chrome in the second quarter of 2024 as developers adopt these APIs. You can always find the Privacy Sandbox website for up-to-date milestones and timelines.
This means that advertisers and marketers will have to spend more time before they can target Chrome users with their advertising strategies.
It is unclear how third-party cookies will be removed from Chrome or how effectively Privacy Sandbox targets customers.
We’ll probably learn more as the test expands through 2022 and 2023.