Google Delays Third-Party Cookie Phaseout Amid U.K. Regulatory Examination
Google has delayed its plan to remove third-party tracking cookies from its Chrome browser amid ongoing concerns from U.K. regulators about its Privacy Sandbox initiative. The company is working closely with the U.K. Competition and Markets Authority (CMA) to address these issues and hopes to reach an agreement by the end of the year.
The new timeline involves beginning the phase-out of third-party cookies early next year, marking the third postponement since the plan was announced in 2020. Privacy Sandbox offers privacy-focused alternatives to tracking cookies for personalized advertising. Although Google has introduced some features to a subset of Chrome users, the U.K. watchdogs monitor the implementation to ensure it benefits consumers and doesn't favor Google's advertising technology.
Meanwhile, Apple and Mozilla have already discontinued support for third-party cookies in their browsers. Google acknowledges the challenges in reconciling feedback from various stakeholders and is committed to engaging with the entire ecosystem. The CMA needs time to review evidence, including industry tests, by the end of June.
A draft report from the Information Commissioner's Office (ICO) revealed concerns that Google's proposed replacements for cookies could still allow advertisers to identify users, potentially compromising privacy goals. In other news, Google is updating client-side encrypted Google Meet calls to allow inviting external participants without Google accounts.
Source: https://thehackernews.com/2024/04/google-postpones-third-party-cookie.html