At the start of 2024, Google announced its decision to eliminate third-party cookies from its Chrome web browser in an effort to improve users’ privacy. However, it has since revealed that it will miss the target to phase them out by the end of the year.

What are third-party cookies?

Third-party cookies are small pieces of data stored on a user’s device by a website other than the one they are currently visiting. These cookies are typically created by third-party services or advertisers embedded on the primary website to track online behaviour and understand browsing habits.

They are essential for targeted advertising and measuring marketing effectiveness, such as clicks and conversions, making them a cornerstone of the $600 billion-a-year digital ad industry.

Despite their usefulness for advertisers and web developers, third-party cookies raise significant privacy concerns. This is because they can be used to track you across different locations and platforms without your explicit consent.

Why have Google’s plans been delayed?

Firefox and Safari blocked the usage of such cookies in 2020. However, with Chrome handling nearly two-thirds of internet traffic, Google’s decision has had significant implications for advertisers, as many rely on data collected via these cookies. The tech giant wants to replace cookies with their own initiative: the Privacy Sandbox.

The delay gives the industry more time to prepare for these changes. Regulators, and other ad companies, have raised concerns about the effectiveness and fairness of the plans.

Google has said the delays are due to “ongoing challenges related to reconciling divergent feedback from the industry, regulators, and developers.” It now envisages that the phaseout will begin in early 2025, following further consultation.

However, Google is going ahead with changes to their extension platform in Chrome from June 2024.