Google is delaying its plans to phase out third-party cookies in SLOT Chrome until mid-2023 amid widespread feedback from regulators and the ad industry. The web giant announced its Privacy Sandbox initiative in 2019 and the following year revealed a 2022 implementation date.
In a big change, Google is effectively replacing individual user tracking with group-based ad targeting. Other companies, including Apple, Microsoft, and Mozilla, have now done so in their browsers.
Eager to keep up — even testing Federated Learning of Cohorts (FLoC) technology with some users around the world in March — is now slowing down.
Today, Google admits that it "takes more time in the ecosystem to get it right." Google now expects to replace third-party cookies entirely within a three-month period by the end of 2023.
