“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” Anthony Chavez, a vice president at Google, wrote in the post. “We now intend to begin phasing out third-party cookies in Chrome in the second half of 2024.”
Trials of the new, privacy-sensitive advertising tools will expand to more users in early August, ramping up over the rest of this year and 2023. The news was first reported by Insider.
Google’s decision to phase out cookies echoes moves by Apple Inc., which shook up the digital ad market last year by restricting advertisers’ access to user data in its iOS operating system. But at a time when tech giants are facing mounting antitrust scrutiny, some experts are concerned Google’s move to do away with cookies could increase its power in the market for digital advertising, where it already plays a dominant role.
