The initiative was planned to be implemented in 2022, but the CMA still does not trust Privacy Sandbox.
Google has again postponed the deadline for disabling third-party cookies in its Chrome browser. Initially, the company planned to get rid of this practice of tracking users by 2022, after Apple and Mozilla did it in 2020. However, then the date was moved to 2023, and even later-to 2024. Now representatives announced a new delay-until 2025.
The delay was caused by disagreements with the British regulator, the Competition and Markets Authority (CMA). The agency is concerned that the new system may create unfair advantages for Google's advertising division over competitors.
In the official blog, the company, explaining the reason for the delay, refers to "disagreements with the industry, regulators and developers." This post is part of a quarterly report that Google regularly publishes for the CMA.
While the regulator is studying the results of industry testing of new Privacy Sandbox systems and Topics API compatible with Google AdSense, Chrome will continue to use third-party cookies. According to the CMA, "it is important that specialists have enough time to analyze all the data, including test results from market participants, which they must provide by the end of June."
Privacy Sandbox groups users by interests based on their browser activity to serve relevant ads. At the same time, data is processed directly on the devices, and data is stored only for three weeks.
Google has again postponed the deadline for disabling third-party cookies in its Chrome browser. Initially, the company planned to get rid of this practice of tracking users by 2022, after Apple and Mozilla did it in 2020. However, then the date was moved to 2023, and even later-to 2024. Now representatives announced a new delay-until 2025.
The delay was caused by disagreements with the British regulator, the Competition and Markets Authority (CMA). The agency is concerned that the new system may create unfair advantages for Google's advertising division over competitors.
In the official blog, the company, explaining the reason for the delay, refers to "disagreements with the industry, regulators and developers." This post is part of a quarterly report that Google regularly publishes for the CMA.
While the regulator is studying the results of industry testing of new Privacy Sandbox systems and Topics API compatible with Google AdSense, Chrome will continue to use third-party cookies. According to the CMA, "it is important that specialists have enough time to analyze all the data, including test results from market participants, which they must provide by the end of June."
Privacy Sandbox groups users by interests based on their browser activity to serve relevant ads. At the same time, data is processed directly on the devices, and data is stored only for three weeks.
