Google recently announced a further delay in the removal of third-party cookies in its Chrome browser, initially scheduled for the end of the year.
These small files, used by advertisers to track users' browsing and personalize ads, were supposed to be phased out in favor of new privacy-friendly technologies. However, faced with technical challenges and the need for more time for developers and advertisers to adapt, Google has decided to push back this deadline to 2025.
The History of Third-Party Cookies and Google's Purposes
Third-party cookies are files placed by sites other than the one visited by the user, allowing their online activities to be tracked and consumption profiles to be created for targeted advertising. Since 2019, Google has been working on implementing Privacy Sandbox, a set of technologies intended to replace third-party cookies with more privacy-friendly solutions. This project aims to offer an alternative that would allow advertisers to continue to serve personalized ads without compromising user privacy.
Reasons for Postponement
According to Anthony Chavez, vice president of Google Privacy Sandbox, the Mountain View firm has received feedback indicating the need for more time to test and evaluate new technologies before permanently removing third-party cookies. Initially ready to test these new solutions in 2021, Google had to revise its copy to ensure compliance with European data protection regulations.
A New Browsing Experience
Google plans to begin the transition in 2024, with a test phase where 1% of Chrome users will have third-party cookies disabled. This will allow developers to familiarize themselves with the new Privacy Sandbox APIs and prepare their products for the transition. The exact contours of this new browsing experience are still unclear, but the goal is to strike a balance between protecting user privacy and the needs of advertisers.
By delaying the removal of third-party cookies to 2025, Google is ensuring that stakeholders have enough time to adapt to new technologies. This decision reflects the complexity of the task and the importance of finding a solution that respects both privacy regulations and the needs of the advertising market. Internet users will therefore have to wait a little longer before seeing third-party cookies disappear from their Chrome browser.
For more details on this transition and the technologies involved, you can consult the articles from Siècle Digital , the Blog du Modérateur and Les Echos.