In late June 2021, Google announced that it’s moving back its plans to block third-party cookies in Chrome. The initiative already has already made some progress, but it’s been the topic of debate with regulators and digital marketers.
The announcement was made via a blog post on June 24, 2021. Part of the announcement was a statement from Chrome Privacy Engineering Director Vinay Goel, who said that the initiative was progressing along well, but it’s been made very clear that the digital space needs more time in order for this idea to work.
The delay gives time for the digital and online community, and regulators to talk about the matter in greater detail and figure out the best course of action.
Google stated that there’ll be a new timeline as to the phasing out of cookies, which will allow for the relevant technology to be deployed by late 2022 for adoption. With this and their agreement with the UK’s Competition and Markets Authority in mind, Google says that Chrome could phase out third-party cookies over a period of three months, starting mid-2023 and ending later that year.
Along with the rescheduling, Google is will accept proposals from the public and regulators as to what technology will be used once third-party cookies are phased out, provided the technology has undergone proper testing and prototype in forums before being sent to Google for evaluation.
Stage 1 of the new schedule will happen once Google is done with testing and has launched the relevant APIs. This stage will last for around 9 months, Google says, to give publishers and the ad industry time to migrate properly, and account for any changes in king kong SEO reviews and the like.