digiday.com,
Thu 07/28:
‘I highly doubt this is the last deadline’: Why Google’s daunting balancing act leaves the cookie’s fate open-ended
Google has confirmed what many have speculated: it will further delay phasing out third-party cookies in its Chrome web browser until the second half of 2024. The economy being rocky could be making people redeploy resources that have been working on Privacy Sandbox
It’s the second such postponement in a little more than 12 months. In January 2020, when Google initially said it would phase out third-party cookies, it said it expected to make a move in 2022. Although, for some, the fact that news of the delay was leaked (Insider first reported it on Wednesday) is indicative of just how unwieldy a task Google has ahead of it. Bannister, whose team has been in direct discussions with the Google Chrome team, speculated that the ongoing economic uncertainty may have played a role in causing the latest delay as multiple companies in the space (not just Google) have been forced to prioritize generating revenues in the near term.
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