![]() The losers, meanwhile, are internet users - who will continue to be subject to third-party tracking for years longer at least (or, well, Chrome users will other privacy-centric web browsers are available).Īdtech giant Google appears to be leaning toward postponing a long planned deprecation of third-party tracking cookies. The delay gives the adtech industry more time to adapt to a post-tracking-cookie online realm - assuming the CMA is happy to let Google go ahead with the major retooling. Subject to our engagement with the United Kingdom’s Competition and Markets Authority (CMA) and in line with the commitments we have offered, Chrome could then phase out third-party cookies over a three-month period, starting in mid-2023 and ending in late 2023.” “For Chrome, specifically, our goal is to have the key technologies deployed by late 2022 for the developer community to start adopting them. “Today, Chrome and others have offered more than 30 proposals, and four of those proposals are available in origin trials. “We plan to continue to work with the web community to create more private approaches to key areas, including ad measurement, delivering relevant ads and content, and fraud detection,” it writes. regulators over the so-called “Privacy Sandbox” means support for tracking cookies won’t start being phased out in Chrome until the second half of 2023. Update: Google has now confirmed the delay, writing in a blog post that its engagement with U.K. ![]()
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