Google Postpones Third-Party Cookie Ban in Chrome to 2025

The delay, influenced by regulatory reviews and industry concerns, marks another setback in Google's long-term strategy to enhance user privacy.

Google has delayed its plan to eliminate third-party cookies in Chrome until early 2025, citing the need for more time to address regulatory and industry feedback.
The decision reflects ongoing tensions between Google's advertising and Chrome teams, and highlights the significant influence Google holds in the online advertising sector.
Regulatory bodies like the UK's Competition and Markets Authority and the Information Commissioner's Office are closely monitoring Google's Privacy Sandbox initiative.
Industry experts express frustration over repeated delays, which they believe strengthen Google's dominance in digital advertising.
The delay allows more time for testing alternative technologies but continues to leave advertisers and publishers in a state of uncertainty.