Google said today it would hold off on its plan to get rid of third-party tracking cookies until at least 2024.
This is the second time the tech giant has pushed back on the cookie’s demise. Previously, the company had pushed the phaseout to late 2023. Instead, the ad industry, from advertisers to publishers, will have the opportunity to formally test Google’s Privacy Sandbox initiative, the tech company’s cookieless technology solution.
“This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive without relying on cross-site tracking identifiers or covert techniques like fingerprinting,” said Google Privacy Sandbox vp Anthony Chavez in a statement.
Google’s privacy protocols have been on the radars of regulators globally after U.K.
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