Google’s blog mentions, “After this public development process, and subject to our engagement with the CMA, our plan for Chrome is to phase out support for third-party cookies in two stages. The company is promising a “more detailed schedule” will be posted on its Privacy Sandbox website. Google announced the delay in a blog post that describes the decision to phase out cookies over a “three-month period” in mid-2023 is “subject to our engagement with the United Kingdom’s Competition and Markets Authority (CMA).” Essentially, Google plans to work more closely with regulators to come up with new technologies to replace third-party cookies for use in advertising. Most importantly, this new timeline doesn’t mean you should pause your plan for how to continue personalization for marketing and advertising in a cookieless world – it will have a major impact on your campaigns.Įnd of Third Party Cookies Updated Timeline.Google plans to test different cookieless ad methods in development as part of its Privacy Sandbox initiative.On July 13, Google will end its current trial of FLoC, its most popular Privacy Sandbox proposal for tracking people and targeting ads.
This emphasizes that it’s never too early to start your plan of action for when third-party cookies are removed from Chrome. Despite this extension, other browsers such as Safari and Firefox have already implemented some default blocking against third-party tracking cookies.
This timeline is over a year past its previous 2022 date.
On June 24, 2021, Google announced an updated timeline where they delayed plans to phase out third-party cookies in its Chrome browser until 2023.
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