Google Delays Chrome Third-Party Cookie Phase-Out to 2025 Amid Regulatory Concerns

Google has announced a delay until 2025 for phasing out third-party cookies in the Chrome browser, along with modifications to its original strategy. The revision comes as part of Google’s multi-year effort to transform online privacy while preserving digital advertising capabilities through its Privacy Sandbox initiative, which aims to create technologies that protect user privacy while providing tools for digital businesses.

Originally, Google planned to begin phasing out third-party cookies for 1 percent of Chrome browser traffic in 2024, with complete deprecation scheduled for the second half of that year. The timeline faced setbacks following interventions from regulatory bodies. The delay follows Google’s pattern of privacy-focused changes to Chrome, including the introduction of biometric authentication features and enhanced security measures for payment processing.

The UK’s Competition and Markets Authority (CMA) expressed significant concerns about the proposed Privacy Sandbox changes. The regulatory body worried about Google maintaining advantages in user data access while restricting competitors, and potential limitations on publishers’ and advertisers’ ability to detect fraudulent activities. The CMA’s involvement reflects growing regulatory scrutiny of major tech platforms’ privacy initiatives and their impact on market competition.

Responding to these regulatory challenges, Google first pushed the deadline for third-party cookie deprecation to 2025. The company then announced it would revise its approach entirely, introducing a new Chrome experience while continuing development of the Privacy Sandbox AMI as an alternative solution. The revision matches Google’s broader strategy of implementing privacy-enhancing technologies, including recent developments in biometric payment authorization and secure authentication methods.

The Privacy Sandbox initiative stands as Google’s primary focus in addressing these challenges. According to Google’s documentation, this technology framework aims to establish a balance between privacy protection and the tools necessary for digital business operations. The initiative includes various privacy-preserving APIs designed to replace traditional tracking methods while still enabling key advertising and analytics functions.

The transition comes at a critical time for digital identity and privacy technology, as businesses and platforms seek alternatives to traditional cookie-based tracking. The industry has seen a surge in development of privacy-focused solutions, including AI-powered identity solutions and enhanced authentication methods, reflecting a broader shift toward more privacy-conscious digital ecosystems.

Sources: Search Engine Land, Appinventiv, Wikipedia, Evolving Digital, 4imag

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January 02, 2025 – by the ID Tech Editorial Team