Google Pushes Back Cookie Removal Plans to 2023

Google Chrome users will have to wait until at least 2023 before third party cookies are blocked as part of the browser's Privacy Sandbox initiative.

Google had first disclosed its plans to block third party cookies, which advertisers and marketers use to track users, in August 2019. In January 2020, Google provided more details on the Privacy Sandbox effort with the company stating that it intended to have the cookie blocking technology in place within two years. Now it looks like the timeline for implementation will take a bit longer due to the complexity of the challenge.

"The Privacy Sandbox initiative aims to create web technologies that both protect people’s privacy online and give companies and developers the tools to build thriving digital businesses to keep the web open and accessible to everyone, now, and for the future," Vinay Goel, privacy engineering director for Google Chrome wrote in a blog post.

Addressing Regulatory Concerns in the UK

The United Kingdom’s Competition and Markets Authority (CMA) has been investigating Google's Privacy Sandbox initiative since January of this year, when it launched a formal investigation.

As part of the investigation, Google has made a series of commitments to CMA and the industry at large about the Privacy Initiative process. A key commitment is that the effort will not provide any data advantage for Google's own advertising products.