Google pushes back third-party cookie block until 2023

A Privacy Sandbox feature for Google Chrome that would block third-party cookies has been delayed by a year, over what the company says is concern for advertisers.

After Apple released a series of features to prevent tracking users across apps and the web, Google announced a similar initiative. The Privacy Sandbox for Google Chrome was meant to end the use of third-party cookies and provide new privacy-first technologies to users.

In a blog post from Google, the company says that the initiative will need to be delayed since "it's become clear that more time is needed across the ecosystem to get this right."

Google believes that the ecosystem of developers and companies needs time to create the tools and prepare for the transition.

The company hopes to work with the web community to create improved tools for ad delivery. At the same time, it says that it wants to maintain user privacy and control. The key technologies for the development of new tools will be available by late 2022.

Chrome will then begin phasing out third-party cookies in mid-2023 in accordance with the UK Competition and Markets Authority. The two-stage approach of development and deployment of new technologies will give the industry time to adapt to the changes.

Google will provide a schedule for the release of the Privacy Sandbox technologies on a dedicated website. Users, however, will be waiting until late 2023 for the privacy features to be in full effect.

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12 Comments

chadbag 2026 comments · 13 Years

About 3 years ago

Or just use Safari now, and avoid all Google apps.

gatorguy 24608 comments · 13 Years

Just from reading various stories over the past few days this looks like a case of other advertising companies (ie Oracle, Adobe Advertising Cloud, smaller players) complaining of losing access to customer data and certain government agencies listening both here and abroad. So now there are antitrust concerns to deal with in addition to placating advertisers who will lose access to user data they would typically collect of their own volition.

Dogperson 137 comments · 4 Years

Be Evil👎🏼💩

charlesatlas 401 comments · 9 Years

chadbag said:

Or just use Safari now, and avoid all Google apps.

No, thanks. Safari is just so limited that it's not funny. If all you do is surf the same old sites, I suppose it's fine. I use Firefox with a judicious mix of extensions, best option for power users and abusers. Best one in this case is Privacy Badger, which I also have installed in Chrome. Gives me very granular control over third-party cookies and content. Cookie Autodelete (also available for both browsers but not Safari) deletes cookies after I leave a site I haven't whitelisted, so that helps, too.

williamlondon 1424 comments · 14 Years

charlesatlas said:

chadbag said:

Or just use Safari now, and avoid all Google apps.

No, thanks. Safari is just so limited that it's not funny. If all you do is surf the same old sites, I suppose it's fine. I use Firefox with a judicious mix of extensions, best option for power users and abusers. Best one in this case is Privacy Badger, which I also have installed in Chrome. Gives me very granular control over third-party cookies and content. Cookie Autodelete (also available for both browsers but not Safari) deletes cookies after I leave a site I haven't whitelisted, so that helps, too.

I use Safari with Ad Guard and Cookie, does that qualify me as a power user/abuser, and if so, where do I apply for my membership card? ;-)