Google Delays Sunsetting Cookies Until 2024

• By Sarah
• General News
• 1502 Views
• 18th August 2022

Google has confirmed that it has delayed phasing out the use of cookies until 2024, after previously announcing that it would phase them out by the end of 2023. There has been a mixed reaction to the news, with some welcoming the delay to allow for better alternative technologies to be developed, and others expressing cynicism.

Cookies are text files with small pieces of data that are sent to a browser by a website that you visit. The website then remembers information about your visit, such as passwords or email addresses, to make the site easier for you to use. The browser or app stores the cookies to help create a better browsing experience.

There is a concern about the misuse of cookies to spy on online activity and steal personal data. The user is given the option of managing the cookie settings for a browser, and it is possible to remove all cookie data from a browser. Some users value a faster and more convenient browsing experience over security concerns.

Personalised content can help Google and other search engines or browser produce more relevant results and recommendations, that are likely to be of greater interest to you. Of course, cookies are also very useful for advertisers to track customer behaviour. They are used to display targeted advertising that is most likely to engage the user.

Tech companies have now developed alternative technologies that are able to do the same work as a cookie, such as unique identifiers. However, phasing out cookies, which have been in use since the very first web browsers were developed, is a huge task. Google have now delayed their phasing out date three times.

Chrome’s vice-president of Google’s Privacy Sandbox, Anthony Chavez, explained in a blog post: 

“This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions. For these reasons, we are expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome.”

Townsend Feehan, chief executive officer at the Interactive Advertising Bureau Europe, said:

“Google’s decision to extend the timeline before phasing out third-party cookies is a welcome development for the industry that should help ensure a range of alternatives to third party cookies that are technically robust and whose implementation has been thoroughly tested from a privacy compliance and commercial performance point of view.” 

 He added: “The scaling up of the origin trial for the Privacy Sandbox APIs is also an important step to enable meaningful testing of these new technologies by a variety of players.”

However, some sources have criticised the delay, suggesting that Google has a vested interest in maintaining the use of cookies in its Chrome browser for as long as possible. Google undoubtedly has a stranglehold on online advertising revenues, and this is likely to be impacted by the sunsetting of cookie use.

 

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