Google postpones the blocking of cookies to 2024

Google announced that in August it will extend the Privacy Sandbox testwhich protected from blocking the use of third party cookies to protect users while giving companies tools to do online marketing. But in the announcement, it also warns that the removal of cookies will have to wait until at least 2024.

Google postpones the blocking of cookies to 2024 but extends the Privacy Sandbox tests

In 2020, Google announced that it would remove support for third-party cookies from Chrome within two years. Today, however, it seems that the waiting time will have to at least double. In fact, in a blog published today the vice president Google Privacy Sandbox Anthony Chavez announced that “we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024 ″.

A first deadline in 2023 had been moved to 2023, but the fact that this latest model in development has the support from the UK Antitrust and I respect the CMA just approved by Europe suggests that this shift could become the last.

In August, Google will extend the new API set che promises to be able to balance respect for privacy with the needs of online advertising, which is the core business of Google and other large companies in Silicon Valley.

Those using a beta version of Chrome can already enable some, such as Topics AI that collect general interests (Books & Literature, rather than Cars & Vehicles) to give advertising closer to your interests. But without affecting your privacy.

However, several privacy activists raise concerns about the data Google collects, which they say plus one commentator there are too many. But opening these tests could lead to Google ch feedbackand could cause the API to change. We will find out in the next two years: for the web without Google cookies we still have to wait.