Last week the Alphabet Inc., parent company of Google, stated that its Chrome internet browser will stop supporting the user-tracking technology by late 2023. Google had originally planned to remove this feature by early 2022, but have now decided to postpone its death by nearly two years.
New technologies?
Google have said that by postponing the removal of the cookie it will give publishers, regulators, and advertisers more time to get comfortable with a new range of technologies. These new technologies are being developed to enable targeted ads for web browsers even after cookies have been phased out.Google also previously stated, “While there’s considerable progress with this initiative, it’s become clear that more time is needed across the ecosystem to get this right.” The removal of the third-party cookie from Chrome will see big changes for Google and their beloved users. Therefore, the search engine needs to make sure that they are doing everything right in order to protect their users privacy as well as their own.