October 1, 2022
Google Now Estimates Phase Out of Third-Party Web Cookies will Occur in Q3 2023

Google Publishes New Timeline for the End of Third-Party Browser Tracking Cookies

Google published a new timeline for the phase out of third-party tracking web cookies, which will be replaced by FLoC, starting in Q3 2023…

Google announced some time ago it would remove support for third-party tracking cookies in its Chrome browser. Previously, the end would tentatively come at the end of 2022 and that’s now been pushed back to Q3 of 2023. The replacement, known as FLoC, or the Federated Learning of Cohorts technology, is part of the Google Privacy Sandbox. Basically, instead of tracking users individually on the web, Chrome will track groups of like-minded folks with the same interests to deliver ads.

Google Now Estimates Phase Out of Third-Party Web Cookies will Occur in Q3 2023

Google is doing this for four principle reasons: strong consumer sentiment against tracking individuals’ unique web activities, pressure from competitors who already offer more privacy, including blocking third-party cookies, and to gain more control over internet advertising standards, which is by far, the company’s main source of income — ad revenue. Lastly, but even more importantly, to help prevent more legal action from governments.

Just this month, Texas attorney general Ken Paxton updated his multi-state suit against Google to address the new FLoC system, arguing it doesn’t eliminate antitrust issues at the core of the complaint. A total of 15 states have joined that particular lawsuit and the Department of Justice may throw its weight behind it, too.

The trial is live for a small percentage of users in Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand, Philippines and the US. Anyone who’s blocked third-party cookies in the current version of Chrome won’t have access to the initial test.

Owen E. Richason IV

Covers social media, apps, search, and similar news. History buff, movie, and theme park lover. Blessed dad and husband.     

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