Google postpones the abolition of third-party cookies in Chrome. In the second half of 2023

Google will postpone the full end of support for third-party cookies in Chrome browsers until late 2023. Initially, it was phased out by 2022, but it will be postponed for about a year.

Part of a "privacy sandbox" that replaces third-party cookies and explores new ways to work for advertisers and publishers while maintaining anonymity. Third-party cookies are used to track browser browsing across multiple sites and to display ads efficiently. On the other hand, there are concerns about the risk that tech companies will track their online behavior.

Google is driving a privacy sandbox initiative and is testing alternative technologies such as FLoC (a cohort generated by collaborative machine learning).

Initially, it aimed to end third-party cookies in 2022, but said, "We need more time to get the work done right across the ecosystem." Various proposals have been made for alternative technologies, but they will be postponed due to further discussions, coordination with regulatory agencies, and preparations for transition.

The stage is divided into two stages until the end, and stage 1 will start in the latter half of 2022. It will start when the alternative technology has been tested and the API is available in Chrome, urging publishers and the advertising industry to move in about nine months. From mid-2023, as Stage 2, support for third-party cookies will be phased out over a three-month period.