Google delays ending cookies for third time: ‘We recognise that there are ongoing challenges’
Google has delayed the end of third-party cookies in its Chrome browser for the third time, pushing the timeline back to beyond 2025.
Google gave the update on “the plan for third-party cookie deprecation on Chrome” ahead of its first-quarter financials, due on Friday.
“We recognise that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem,” a company spokesperson wrote.
“It’s also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.
“We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year. Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year.”
The original timeline for the ‘deprecation’ was set in January 2020, and has been pushed back twice before. The CMA welcomed this delay in a statement, writing: “This will allow time to assess the results of industry tests and resolve remaining issues. Under the commitments, Google has agreed to resolve our remaining competition concerns before going ahead with third-party cookie deprecation.
“Working closely with the ICO we expect to conclude this process by the end of 2024.”
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