Won’t complete third-party cookie deprecation during second half of Q4: Google

The phasing out of third-party cookies by Google has been delayed yet again. Google provided an update on the plan for third-party cookie deprecation on Chrome in a post on Privacy Sandbox News on April 23, 2024 as it gears up to publish its quarterly report for Q1 2024. The UK’s Competition and Markets Authority (CMA) will also publish its quarterly report shortly.

 In its post Google stated, “We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem.”

 Google added, “It's also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.”

 Google reiterated its commitment to engaging closely with the CMA and ICO and was hopeful of concluding that process this year. “Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year,” it added.

 Google had set a deadline of January 2020 to phase out third-party cookies, which was delayed. The next deadline was set for 2024, where the phase-out was supposed to take place in a phased manner.

 Now, as per the latest update, the third-party cookies phase-out has been pushed to 2025.