Google stated that it will not finish removing third-party cookies by the end of 2024 on Tuesday.
The company mentioned in a blog post that they understand the difficulties in addressing different opinions from the industry, regulators, and developers and will keep working closely with everyone.
This marks another delay in Google's attempts to get rid of third-party cookies, which track users for targeted ads on the internet.
The UK's Competition and Markets Authority (CMA) is expected to publish a progress report soon, and Google's announcement comes shortly before that. The Wall Street Journal reported the news..
The UK's privacy regulator, the Information Commissioner's Office (ICO), reportedly informed Google that their alternative for cookies does not sufficiently protect consumer privacy, and they plan to communicate this to the CMA as well. Based on the information from the Journal..
Google also mentioned that it's crucial for the CMA to have enough time to review all evidence, including results from industry tests, which are expected by the end of June.
Due to these considerations, Google will not finish removing third-party cookies during the second half of Q4, but they are committed to working closely with the CMA and ICO to conclude the process this year.
The tech giant now aims to begin eliminating third-party cookies in early next year.
