Google delays blocking third-party cookies in Chrome until 2023

In the blog post announcing the delay, Google says that decision to phase out cookies over a “three month period” in mid-2023 is “subject to ... Skiptomaincontent clock menu more-arrow no yes Tech Video Amazon Apple Facebook Google Microsoft Samsung Tesla AI Cars Cybersecurity Mobile Policy Privacy Scooters AllTech Reviews Phones Laptops Headphones Cameras Tablets Smartwatches Speakers Drones Accessories BuyingGuides How-tos Deals MorefromVergeReviews Science Video Space NASA SpaceX Health Energy Environment AllScience Creators YouTube Instagram Adobe Kickstarter Tumblr ArtClub Cameras Photography What’sinyourbag? AllCreators Entertainment Film TV Games Fortnite GameofThrones Books Comics Music AllEntertainment Video Features Podcasts Newsletters MerchStore ✕ Filedunder: Google Policy Tech Googledelaysblockingthird-partycookiesinChromeuntil2023 New, 9 comments Googleblinksunderregulatorypressure By DieterBohn@backlon Jun24,2021,9:21amEDT Sharethisstory SharethisonFacebook SharethisonTwitter Share Allsharingoptions Share Allsharingoptionsfor: Googledelaysblockingthird-partycookiesinChromeuntil2023 Linkedin Reddit Pocket Flipboard Email IllustrationbyAlexCastro/TheVerge Googleisannouncingtodaythatitisdelayingitsplanstophaseoutthird-partycookiesintheChromebrowseruntil2023,ayearorsolaterthanoriginallyplanned.OtherbrowserslikeSafariandFirefoxhavealreadyimplementedsomeblockingagainstthird-partytrackingcookies,butChromeisthemost-useddesktopbrowser,andsoitsshiftwillbemoreconsequentialfortheadindustry.That’swhytheterm“cookiepocalypse”hastakenhold. Intheblogpostannouncingthedelay,Googlesaysthatdecisiontophaseoutcookiesovera“threemonthperiod”inmid-2023is“subjecttoourengagementwiththeUnitedKingdom’sCompetitionandMarketsAuthority(CMA).”Inotherwords,itispinningpartofthedelayonitsneedtoworkmorecloselywithregulatorstocomeupwithnewtechnologiestoreplacethird-partycookiesforuseinadvertising. FewwillshedtearsforGoogle,butithasfounditselfinaverydifficultplaceasthesolecompanythatdominatesmultipleindustries:search,ads,andbrowsers.ThemoreGooglecutsoffthird-partytracking,themoreitharmsotheradvertisingcompaniesandpotentiallyincreasesitsowndominanceintheadspace.ThelessGooglecutsofftracking,themorelikelyitistocomeunderfirefornotprotectinguserprivacy.Andnomatterwhatitdoes,itwillcomeunderheavyfirefromregulators,privacyadvocates,advertisers,publishers,andanybodyelsewithanykindofstakeintheweb. Findingawaytobalancethoseconflictingincentiveshasprovendifficulttosaytheleast.Onereasonisthat,asastewardoftheopenweb,Googleisattemptingtodevelopitsnewprivacytechnologiesoutintheopenviatheusualprocessofcreatingwebstandards.Ithasbundledseveraleffortsundertherubricofa“PrivacySandbox,”acatch-alltermforabunchofdifferentnewproposalsforChromeandtheweb. Themostcontentiousofthoseproposalshasbeenthe“FederatedLearningofCohorts”technology,orFLoC.Itisaverycomplicatedattempttocreategroupsofdemographicallysimilarusersinasemi-anonymousdecentralizedsystemthatadvertiserscouldusetotargetads.However,notasingleotherbrowservendorhassignaledthatitisonboardwithusingFLoC,andseveralhaveexplicitlysaidtheywouldblockit.ThebestresponseGooglehasreallygottenisthisanalysisfromMozillathatidentifiessomeproblemsinawaythatdoesn’tcompletelyslamthedooronfutureFirefoxadoption. Googleispointingtoa“rigorous,multi-phasedpublicdevelopmentprocess,includingextensivediscussionandtestingperiods”forFLoCandotherproposals,afairlyobvioussignalthatitwillendupchangingorreplacingFLoC.“Weplantoconcludethisorigintrialinthecomingweeksandincorporateinput,beforeadvancingtofurtherecosystemtesting,”Googlesays. Thecompanyispromisinga“moredetailedschedule”willbepostedonitsPrivacySandboxwebsite.Butinthemeantime,here’sitscurrentschedule—completewithanotethatthisrevisedtimelinewillneedtobeapprovedbyregulators: Afterthispublicdevelopmentprocess,andsubjecttoourengagementwiththeCMA,ourplanforChromeistophaseoutsupportforthirdpartycookiesintwostages:Stage1(Startinglate-2022):OncetestingiscompleteandAPIsarelaunchedinChrome,wewillannouncethestartofstage1.Duringstage1,publishersandtheadvertisingindustrywillhavetimetomigratetheirservices.Weexpectthisstagetolastforninemonths,andwewillmonitoradoptionandfeedbackcarefullybeforemovingtostage2.Stage2(Startingmid-2023):Chromewillphaseoutsupportforthird-partycookiesoverathreemonthperiodfinishinginlate2023. NextUpIn Policy Signupforthe newsletter VergeDeals SubscribetogetthebestVerge-approvedtechdealsoftheweek. Justonemorething! PleaseconfirmyoursubscriptiontoVergeDealsviatheverificationemailwejustsentyou. Email(required) Bysubmittingyouremail,youagreetoourTermsandPrivacyNotice.Youcanoptoutatanytime.ThissiteisprotectedbyreCAPTCHAandtheGooglePrivacyPolicyandTermsofServiceapply. Subscribe Loadingcomments... Sharethisstory Twitter Facebook