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Google has announced yet another delay in ending third-party cookies in its Chrome browser. This delay marks the third time Google has pushed back its original deadline, initially set in January 2020.
The announcement came ahead of Google’s quarterly reports, which were accompanied by scrutiny from the UK Competition and Markets Authority (CMA), which has been closely monitoring the development surrounding third-party cookies.
Google did not provide a specific timeline but expressed hope for a resolution by 2025. The company had originally planned to phase out “within two years,” that is, by the end of 2022, to bolster user security online.
“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,” said the company.
The decision to delay comes amid ongoing concerns raised by industry experts and regulatory bodies. The CMA had previously raised 39 concerns that needed to be addressed before Google moved forward with its cookie phase-out plan.
Similarly, the UK Information Commissioner’s Office had reservations about Google’s alternatives to third-party cookies, such as the Sandbox initiative.
“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 these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4,” announced Google.
Despite Google’s prior assurances and efforts, meeting the original deadline became increasingly unlikely, especially given the hurdles of regulatory scrutiny and the need for industry adaption.
The ad industry’s response to this delay has been mixed, with some expressing scepticism about the feasibility of Google’s timeline. A survey conducted by Digiday+ Research found that 39% of marketers believed third-party cookies would persist beyond Q2 2025, while 26% remained optimistic that Google would eliminate them before the year’s end.
“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,” concluded Google.
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