Google has postponed its plan to phase out cookies, which are used by marketers to track users. The delay in its Chrome browser is until 2025. This move, announced in a blog post on Tuesday. The company aims to transform how advertisements are targeted on websites.
The decision comes as Google continues to collaborate with the advertising industry and regulators. Those include the UK’s Competition and Markets Authority, which is currently reviewing Google’s practices. Google expressed its intention to eliminate third-party cookies early next year.
In its statement, the company acknowledged the ongoing challenges of reconciling feedback from various stakeholders. Meanwhile committed to engaging closely with the entire ecosystem.
Google’s plan to replace cookies is part of its Privacy Sandbox initiative. This involves discussions with publishers, marketers, and regulators. This strategic move aligns with similar actions taken by Apple Inc. in 2021. It was to restrict advertisers’ access to user data in its operating system.
However, amidst increasing antitrust scrutiny facing tech giants, some experts express concerns that Google’s elimination of cookies could further consolidate its dominance in the advertising market.