Google third-party cookies in Chrome removal has been delayed. What's called the Privacy Sandbox initiative that was meant to phase out third-party cookies in Chrome was delayed from early 2022 to the late 2023.
Google FLoC and Privacy Sandbox
According to the article by TechWorm, the company will be allowing sufficient time for regulators, the general public, publishers, as well as the advertising industry to all migrate their services in preparation for this change.
The initiative was originally announced back in 2019 alongside Google's Federated Learning of Cohorts or FLoC technology.
The initiative aimed to help create certain web technologies that would both improve policy as well as give companies and developers certain tools needed for viable advertising business models.
In January 2020, Google announced its plan to stop its support for third-party Chrome cookies "within two years" as part of the company's Privacy Sandbox
Google Receives Backlash
Google noted that FLoC is how the company tracks users while they are still allowing advertisers to be able to target certain groups of people with their advertisements. The company, however, received backlash from a number of third-party companies, including GitHub, WordPress, EFF, Vivaldi, Brave, DuckDuckGo, and a lot more.
To make things even worse, the United States Department of Justice as well as the UK's Competition and Markets Authority or CMA have also expressed concerns when it came to FLoC, and have also ordered certain antitrust investigations directly into the plan.
Google said in a blog post that it needs to move forward at a much more responsible pace in order to not jeopardize any of the business models of other web publishers.
Chrome to Remove Third-Party Cookies
Chrome's Privacy Engineering Director Vinay Goel noted that by providing certain privacy-preserving technology, they can help ensure that certain cookies won't be replaced along with individual tracking, and even discourage the whole rise of covert approaches just like fingerprinting.
Whenit comes to Chrome, Google now aims to have other key technologies deployed before the end of 2022 for the whole developer community to be able to start adopting.
Goel also added that subject to their engagement along with the UK's Competition and Markets Authority or CMA, and still in line with the company's commitments that they have offered, Chrome will be phasing out third-party cookies over the course of a three-month period, which should start during the mid 2023 and end some time during the late 2023.
Google will phase out support for FLoC and Privacy Sandbox in two stages.
Google Two Stage Process
Publishers and the advertising industry can migrate their services. Starting near the end of 2022, the stage will last for nine months. The company will also help monitor adoption and feedback before they move to the 2nd stage.
This stage will start in the mid-2023. Chrome will be phasing out support for all third-party cookies over the course of a three-month period. This stage will finish by late 2023.
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Written by Urian B.