Google says its plan to kill third-party cookies has been delayed again. Now it won’t arrive before the second half of 2024 instead of 2023 as announced last June. The second delay in our cookie-less future has yet to come into focus.
Last week, Vice President of Privacy Sandbox Anthony Chavez published a Google blog post explaining the decision. He indicates that in the process of developing new data privacy-centric solutions that meet the needs of developers, advertisers, publishers, consumers and regulators, “the most consistent feedback … is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome.”
As CNBC points out, “The second delay comes as ad and e-commerce companies take a hit from privacy changes by Apple’s operating system privacy updates, which reduces targeting capabilities by limiting advertisers from accessing an iPhone user identifier. Earlier this year, Facebook said the changes will end up costing it $10 billion this year. It also comes as lawmakers in the U.S. and the U.K. scrutinize the company’s dominance in the ad tech ecosystem.”