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Google delays phasing out third-party tracking cookies in Chrome by six months

Google is delaying the phasing out of third-party tracking cookies in Chrome for six months. APIs that do this won’t become the norm in Chrome until the second half of 2024 at the earliest. Google and advertisers need more time to materialize the initiative.

Google has Updated schedule for privacy sandbox. Privacy Sandbox is a set of different APIs that together provide an alternative to third-party tracking cookies. The most famous example was FLoC or standardized cohort learning. Google stated that in 2019 for. FLoC is an API that categorizes Chrome users into groups based on their browsing habits. Thus, it is locally anonymized and categorized, so that no identifiable data is sent to external advertisers, who may, however, display targeted advertisements. The plan already happened Lots of criticism from the startalthough Google claims the initiative is more privacy-friendly than tracking cookies.

Initially, the intention was to launch FLoC from the third quarter of 2023 Make it the default in Chrome. Later it became FLoC because of all the criticism Modified and replaced by Themes API. Planning to implement this at the end of 2023 has not been adjusted at that time.

Google has now written that the company and advertisers need more time to experiment with themes, as well as with other Privacy Sandbox APIs. Google “prolongs testing time before disabling third-party cookies in Chrome.” Developers can actually test different APIs, including threads, in a web browser. The first beta testing among Chrome users will also take place later this year. The plan remains to enable Chrome APIs in the third quarter of next year, but to continue offering third-party cookies until at least half of 2024.

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Google says it also wants to meet UK Competition and Markets Authority requirements with this revised timeline. who – which Google demanded a change of initiative To make it more convenient for the privacy of end users.