Google has postponed the deletion of cookies from Chrome until 2024

 Google postpones deleting cookies from Chrome to 2024

Google has postponed the deletion of cookies from Chrome until 2024

Google has long been working on a cookie replacement that balances user privacy and ad income. However, the business needs further time before completely replacing third-party cookies in Chrome. Fortunately, Google's latest effort will soon be available for public testing. Cookies assist marketers in tracking users and delivering targeted adverts, but they are disliked since they potentially jeopardise user privacy. All of this cookie consent prompts found on numerous websites are the result of European anti-cookie laws. Google revealed in 2020 that it was working on a solution that would render third-party cookies obsolete, with the initial objective of achieving that goal in two years. Despite the fact that he missed the deadline, the corporation is not abandoning up.


Google announced a two-year delay in eliminating third-party cookies in Chrome because the technology is not yet ready. However, consumers will be able to try this alternative for themselves starting next month. This extra deadline will give advertisers, publishers, and the whole online advertising sector more time to evaluate Google's Privacy Sandbox cookie replacement technology. One of the key measures is the FLoC cohort system, which groups users based on their mutual interests.


Google's Privacy Sandbox attempts to develop a set of rules to assist marketers in delivering tailored adverts without disclosing personal information about consumers. Trust tokens, which work similarly to cookies but with encryption to conceal a user's identity, are one of its components. Many more technologies are used by Privacy Sandbox to make advertisements relevant to users while restricting what marketers know about them. When Chrome 104's stable branch is released in August, it will contain the desktop trial. Approximately half of Chrome Desktop beta users have enabled it. Android users will be able to get it with Chrome 105 stable by the end of August.

Test it from this command - chrome://settings/privacySandbox

Google's attempt to strike a compromise between user privacy and marketers' wishes contrasts with attempts by Apple, Firefox, and Brave to completely prohibit tracking. Unlike Apple, Google's business is based on advertising, and Google believes that strict blocking forces marketers to use more covert tactics such as fingerprinting. The company's goal with the Privacy Sandbox is to block fingerprints while also providing an alternative to advertising.

Source - Google