Google postpones Chrome's cookie demise until 2025

Once again, Google has pushed back the removal of third-party cookies from its Chrome browser, now setting the timeline for sometime in 2025. The delay is attributed to challenges in addressing varied feedback from developers, industry stakeholders, and regulators, including the UK's Competition and Markets Authority (CMA), which requires time to assess evidence until the end of June. Initially planned for the latter half of 2024, the deprecation of Chrome cookies will now commence in early 2025. Google had initially announced the cookie phase-out in early 2020, aiming for completion by the end of 2022, with the CMA initiating its investigation in 2021. Google began publicly testing its approach in January 2024, limiting cookies for a small subset of Chrome users.

Cookies have traditionally served various purposes like targeting ads and personalizing the internet experience. However, due to growing privacy concerns, Google has proposed Privacy Sandbox tools to replace cookie tracking. While some advertisers and publishers are dissatisfied, citing difficulties in use and concerns over Google's dominance, others see it as a step towards modernizing internet ads.

This delay coincides with similar moves by Apple and Mozilla, who implemented similar changes in Safari and Firefox browsers. While Chrome remains the most widely used browser, the shift away from cookies has prompted some privacy-conscious users to explore alternatives.