Google delays phasing out third-party cookies in Chrome to H2 2024, after deferring the plan from 2022 to 2023, citing the need for more Privacy Sandbox tests
Google’s cookie-removal timetable has already moved once: its initial two-year commitment was followed by a delay aimed at protecting ad-dependent sites and a detailed Privacy Sandbox rollout schedule. The new postponement makes testing, rather than the original deadline, the governing constraint.
The related coverage frames Privacy Sandbox as Google’s proposed replacement path for third-party-cookie functions in Chrome. That makes the timing material for publishers and advertising participants whose transition depends on the browser’s implementation schedule.
First-order effects
Google retains third-party-cookie support in Chrome through the newly stated H2 2024 target while it runs additional Privacy Sandbox tests.
Ad-dependent sites receive a longer period before Chrome’s planned cookie restriction changes the tools available to them.
Second-order effects
Publishers and advertising participants planning for Chrome’s earlier cutoff must extend their reliance on existing cookie-based workflows and delay full migration to Privacy Sandbox alternatives.
Google’s Sandbox timeline becomes a more important coordination point for the web advertising ecosystem, since its testing schedule now determines when participants can validate replacements.
Third-order effects
Repeated timetable changes position browser privacy changes as a staged deployment process shaped by replacement-tool readiness and publisher impact, rather than a fixed product deadline.
If that pattern persists, control over Chrome’s access layer gives Google substantial influence over the pace at which web advertising shifts away from third-party identifiers.
The trend: Third-party-cookie deprecation is evolving from a deadline-driven privacy pledge into a browser-controlled migration paced by Privacy Sandbox testing and publisher readiness.
Google says developers/regulators need more time “to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome.” So: “We are expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome”
While many are focused on the delay, I think that this is the big news from the day. Expanding the size of the Chrome origin trials will go a long way to making testing more effective and help get to the end of 3PC. https://developer.chrome.com/ ...
Google is delaying the phasing out of third-party cookies to 2024 (previously: 2023, previously: 2022). More tests are needed. Reasons of technology, standardisation, regulation. https://blog.google/... https://twitter.com/...
Alternative headline: Google delays phasing out third-party cookies in Chrome to H2 2024, after delaying eating them all from 2022 to 2023, citing the need for more Privacy Sandbox tests https://twitter.com/...
Interesting signal to send to antitrust folks - most of the ad industry is already living in a cookieless present; by prolonging this deadline Google is just choosing to keep sticking the ratty band-aid back on. https://twitter.com/...
“By Q3 2023 we expect the Privacy Sandbox APIs to be launched and generally available in Chrome. As developers adopt these APIs, we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024.” -Google blog
Privacy has to wait another year. 😔 At least for Chrome users. “We now intend to begin phasing out third-party cookies in Chrome in the second half of 2024.” https://blog.google/... Users deserve much better than full cross-site tracking by default. A sad day for the web.
Google has confirmed our scoop: “As developers adopt these APIs, we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024” https://blog.google/... https://twitter.com/...
🚨Google is delaying the rollout of the Privacy Sandbox by 6-12 Months. Expanded testing of the initiative to millions of users starting in August with the release of Chrome 104. This will give them time to test new tech at scale e.g. Trusted Servers etc. https://blog.google/...