Google Chrome won't get cookie blocking for another two years

cookies
(Image credit: Shutterstock / New Africa)

Google has delayed its plan to phase out support for third-party cookies in Chrome until the end of 2023 in an effort to get things right for both end users and web publishers.

Since their invention by a Netscape engineer all the way back in 1994, cookies have been used as a way to collect third-party data indirectly from users based on the sites they visit online. Marketers and advertisers then purchase this data and use it to serve personalized ads to users.

However, third-party cookies are also used to build profiles on users which can lead to unwanted tracking online which is why Google revealed its plan to replace them last year. 

As part of this effort, the search giant introduced a new tracking system called Federated Learning of Cohorts or FLoC for short that places thousands of users into groups called cohorts based on their browsing habits as opposed to building individual profiles using cookies. FLoC has been met with resistance from other browser makers and tech firms and this is likely one reason Google has decided to push back its plan to phase out third-party cookies.

Privacy Sandbox

Google's plan to block third-party cookies is part of its Privacy Sandbox initiative that aims to create web technologies that protect the privacy of users online while also allowing web publishers to continue making money.

In a new blog post, privacy engineering director at Chrome Vinay Goel explained that blocking third-party cookies too quickly could end up jeopardizing the business models of many web publishers. Additionally, if cookies are blocked outright, web publishers and advertisers may turn to more invasive alternatives such as fingerprinting which allows companies to track users without their consent based on the characteristics of their computer or smartphone.

So far Google and other browser makers have come up with more than 30 proposals to get rid of third-party cookies. The search giant's new goal is to have its alternative deployed by late 2022 so that the developer community can begin adopting it. From there, Chrome could phase out third-party cookies over a three month period starting in mid-2023 and ending in late 2023.

Google will provide a more detailed schedule on its Privacy Sandbox website which will be updated regularly so that developers and publishers can plan their testing and migration schedules.

TOPICS
Anthony Spadafora

After working with the TechRadar Pro team for the last several years, Anthony is now the security and networking editor at Tom’s Guide where he covers everything from data breaches and ransomware gangs to the best way to cover your whole home or business with Wi-Fi. When not writing, you can find him tinkering with PCs and game consoles, managing cables and upgrading his smart home. 

Read more
Fingerprint
Profit over privacy? Google gives advertisers more personal info in major ‘fingerprinting’ U-turn
Dozens of chocolate cookie biscuits floating on a light pink background
How to prevent data collection (and kick unwanted cookies to the curb)
Conceptual image with a bunch of floating eyeballs in different sizes overlooking a red computer, could symbolize ideas around malware and computer viruses
Accept all or bust: how cookie walls are creating a two-tier internet
Rows of baked cookies displayed on a laptop monitor
Why should you clear your cache and cookies?
Google Chrome with Christmas theme in Windows 11
I've used Edge, Firefox, and Opera, and yet after ten years in tech journalism, I still come back to Chrome
Browser
The future of mobile browsers: time for a new model?
Latest in Security
Data Breach
Thousands of healthcare records exposed online, including private patient information
China
Juniper patches security flaws which could have let hackers take over your router
Representational image depecting cybersecurity protection
GitLab has patched a host of worrying security issues
Ai tech, businessman show virtual graphic Global Internet connect Chatgpt Chat with AI, Artificial Intelligence.
AI agents can be hijacked to write and send phishing attacks
China
Volt Typhoon threat group had access to American utility networks for the best part of a year
Abstract image of cyber security in action.
MassJacker malware targets those looking for pirated software
Latest in News
Brad Pitt looks over his right shoulder with 'F1' written behind him
Apple Original Films will take you behind-the-scenes of a racing cockpit in this new thrilling F1 movie trailer
AI writer
Coding AI tells developer to write it himself
Reacher looking down at another character from the Prime Video TV series Reacher
Reacher season 3 becomes Prime Video’s biggest returning show thanks to Hollywood’s biggest heavyweight
Image showing detail of the Leica D-Lux 8
Still can't get a Fujifilm X100VI? This premium Leica compact costs less, and it's in stock
Man using iMessage on an iPhone
Apple will finally enable encrypted RCS messages between iOS and Android, and it's about time
Google Messages update
Google Messages could soon follow WhatsApp with an upgrade that makes it much easier to join group chats