Google's new plan to phase out support for third-party cookies

Google today announced that is delaying Chrome’s plan to phase out support for third-party cookies. New date for the end of third-party cookies: late 2023.

Google’s initial deadline was end of 2022.

Vinay Goel, Privacy Engineering Director, Chrome, today wrote a detailed plan by stages for the phase-out support of the third-party cookies in Chrome.

By late 2022, Google plans to have the technologies deployed in key areas, including admeasurement, delivering relevant ads and content, and fraud detection.

Starting late-2022, once testing is complete and APIs are launched in Chrome, Google will announce the start of stage 1. During stage 1, publishers and the advertising industry will have time to migrate their services. Google expects this stage to last for nine months

Starting mid-2023, Chrome will phase out support for third-party cookies over a three-month period finishing in late 2023. This is the final stage 2.

Google clarifies that the new deadlines were subject to the engagement with the United Kingdom’s Competition and Markets Authority (CMA) and in line with the commitments offered.

There are questions if the end of third-party cookies will give a market advantage to Google. In April this year, the European Commission confirmed an investigation, under the competition rules, covering Google’s proposals to deprecate third-party cookies.

Last year, an anti-trust case in the US showed how Google’s data collection help Google lock publishers and advertisers.