Google has announced that it is delaying its plans to phase out third-party cookies in the Chrome browser until 2023, one year later than originally planned. . Other browsers such as Safari and Firefox have already implemented some blocks against third-party tracking cookies (and against alternative proposed by Google – we'll talk about it shortly), but Chrome is the most used desktop browser, and therefore its change will be the one most followed by the advertising industry .
Instead of cookies Google would like to implement the technology “ Federated Learning of Cohorts “, or FLoC. This is a very complicated attempt to create similar user groups in a semi-anonymous system that advertisers could use to target ads. However, not a single other browser provider is inclined to use FLoC, and many have explicitly said that would block it .
The company is promising a “ more detailed program ” which will be posted on its Privacy Sandbox website. But in the meantime, here's his current schedule. Provided that the regulatory institutes approve it .
After this public development process our plan for Chrome is to phase out support for third party cookies in two stages :
Stage 1 (Starting from end of 2022 ): Once the tests are completed and the APIs are launched in Chrome, we will announce the start of phase 1. During phase 1 , the publishers and the advertising industry will have time to migrate their services . We expect this phase to last nine months , and will closely monitor adoption and feedback before moving on to Phase 2.
Phase 2 (starting from mid-2023 ): Chrome will phase out support for third-party cookies over a three-month period ending at the end of 2023.
