Google’s sweeping proposals to deprecate third-party cookies in Chrome browser is going back to the drawing board after the company announced plans to delay the rollout from early 2022 to late 2023, pushing back the project by nearly two years.
“While there’s considerable progress with this initiative, it’s become clear that more time is needed across the ecosystem to get this right,” Chrome’s Privacy Engineering Director, Vinay Goel, said Thursday.
In buying extra time, the search giant said it hopes to arrive at a consensus on the right solutions, while simultaneously engaging with regulators, and enabling publishers and the advertising industry to migrate their services to privacy-preserving technologies that prevent “alternative forms of individual tracking, and discourage the rise of covert approaches like fingerprinting.”
The revised timelines comes close on the heels of a fresh regulatory setback in the European Union, after the European Commission opened a wide-ranging investigation into Google’s digital advertising business to examine its “plans to prohibit the placement of third party ‘cookies’ on Chrome and replace them with the ‘Privacy Sandbox’ set of tools,” and…
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