Google is delaying the removal of Chrome browser technology that tracks users for advertising purposes by nearly two years, saying it needs more time to develop a replacement system. The tech giant on Thursday pushed back the deadline to remove so-called third-party cookies from the originally planned January 2022 to the end of 2023. However, as before, for its protection, Chrome offers extensions for protection, such as https://chrome.google.com/webstore/detail/free-vpn-for-chrome-vpn-p/majdfhpaihoncoakbjgbdhglocklcgno .
"We need to move at a responsible pace and allow enough time for public debate about the right solutions and for publishers and the ad industry to transition their services," Vinay Goel, Chrome's director of privacy technology, said in a blog post. Third-party cookies are pieces of code that store user data and are used by advertisers to target their campaigns more effectively, helping to fund free online content such as newspapers and blogs. But they have also been the source of long-standing privacy concerns because they can be used to track users online.
Google is ditching third-party cookies as it revamps Chrome to strengthen privacy, but the proposals have shaken the online advertising industry and raised fears that the replacement technology will leave even less room for online advertising rivals. Regulators in the European Union and the United Kingdom have been investigating Google's plans, known as a privacy sandbox.
To resolve the US investigation, the company offered the country's competition regulator the role of overseeing the gradual use of cookies. It also promised not to discriminate against competing digital advertising companies when developing new technology and pledged to give the US antitrust regulator 60 days before removing third-party cookies.
Goel said Google aims to make the new technology available by the end of 2022 so that developers can start implementing it, which would allow third-party cookies to be removed from Chrome within three months "in late 2023". Goel said this timeline is in line with commitments Google has made to the US antitrust regulator. One of the leading ideas to replace third-party cookies is a technology that hides users in large online groups based on their interests, keeping internet browsing history across devices to preserve privacy.
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