Google delays blocking third-party cookies again, this is what the company has to say – Times of India

Google has announced to delay its plan to block third-party tracking cookies in Chrome browser to the second half of 2024. The company was originally planning to get rid of third-party cookies in its browser by 2022, but this was later pushed back to 2023. The cookies deadline for Chrome has now been pushed to 2024.
What Google said on new deadline
In a new blog post Google Privacy Sandbox vice president Anthony Chavez writes, “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions.”
“Before users are added into the trials, they will be shown a prompt giving them the option to manage their participation. As the web community tests these APIs, we’ll continue to listen and respond to feedback.”
“By Q3 2023, we expect the Privacy Sandbox APIs to be launched and generally available in Chrome. As developers adopt these APIs, we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024.”
What is Privacy Sandbox
The Privacy Sandbox initiative is to collaborate with the ecosystem on developing privacy-preserving alternatives to third-party cookies and other forms of cross-site tracking identifiers, fingerprinting, and other covert techniques — once privacy-conscious alternatives are in place. Google has been working on new technologies for the past few years and more recently released trials in Chrome for developers to test.
“Privacy Sandbox on Android will strengthen privacy, while providing tools app developers need to support and grow their businesses. It will introduce new solutions that operate without cross-app identifiers – including Advertising ID – and limit data sharing with third parties,” says the company
Google to developers
Developers can already test these APIs now, and beginning in early August, the Privacy Sandbox trials will expand to millions of users globally. Google plans to gradually increase the trial population throughout the rest of the year and into 2023.