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  • tech360.tv
    • Apr 24
    • 2 min read

Google Delays Phasing Out of Ad Cookies in Chrome Browser

Google postpones phasing out of ad cookies in Chrome browser until 2025. Discussions with regulators and industry stakeholders ongoing. Privacy Sandbox initiative aims to replace cookies with a more privacy-focused approach.

In a surprising move, Google has announced that it will be postponing its plan to phase out cookies in its Chrome browser until 2025. This decision will have a significant impact on how advertisements are targeted on websites, as cookies are the software that allows marketers to track users.


In a blog post on Tuesday, Alphabet Inc., Google's parent company, stated that it is still in discussions with the advertising industry and regulators regarding this plan. The UK's Competition and Markets Authority, which is currently conducting a review of Google's practices, is among the entities involved in these discussions. Google expressed its hope to eliminate third-party cookies by early next year, but this is contingent upon reaching an agreement with regulators.


Acknowledging the challenges of reconciling differing feedback from various stakeholders, including the industry, regulators, and developers, Google emphasised its commitment to engaging closely with the entire ecosystem. The company has been actively engaging with publishers, marketers, and regulators to discuss its Privacy Sandbox initiative, which aims to replace cookies and provide a more privacy-focused approach to online advertising.


This decision by Google to delay the phasing out of cookies follows a similar move by Apple Inc., which implemented restrictions on advertisers' access to user data in its operating system earlier this year. However, some experts have raised concerns about Google's decision, particularly in light of the increasing antitrust scrutiny faced by tech giants. They worry that Google's dominance in the digital ad market could be further strengthened if it eliminates cookies, potentially giving the company even more power.


While the delay in phasing out cookies may come as a relief to some advertisers and marketers who rely on this tracking technology, it also highlights the complexities and challenges involved in transitioning to a more privacy-centric advertising ecosystem. As the discussions between Google, regulators, and industry stakeholders continue, the future of online advertising and user privacy remains uncertain.

 

  • Google postpones phasing out of ad cookies in Chrome browser until 2025.

  • Discussions with regulators and industry stakeholders ongoing.

  • Privacy Sandbox initiative aims to replace cookies with a more privacy-focused approach.


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