Google had initially announced that it would test third-party cookie blocking for 1% of Chrome browser users. However, the company has now decided to delay a wider implementation of this feature.
The plan to phase out third-party cookies on Chrome is now expected to be completed by 2025. Originally, Google had planned to phase out these cookies "over two years" to enhance user privacy, but the deadlines have been pushed back twice.
Google understands the challenges of addressing the various feedback from industry, regulators, and developers, and will continue to collaborate closely across the ecosystem on this issue.
Additionally, it is important for the CMA to have sufficient time to review all the evidence, including industry test results, before making a decision by the end of June.
Due to the significance of these factors, Google says they won't be able to complete the phase-out of third-party cookies in the second half of the fourth quarter.
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