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Google Delays Cookie Removal to Late 2023


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Earlier this week, the European Union said it is investigating Googles plan to remove cookies as part of a wide-ranging inquiry into allegations that Google has abused its prominent role in advertising technology.

Google said its Chrome internet browser will stop supporting a user-tracking technology called third-party cookies by late 2023.

Credit: Richard B. Levine/Zuma Press

Google said Thursday it would delay its plan to scrap a widely used technology to track web-browsing habits amid scrutiny from regulators and resistance from the advertising industry and privacy advocates.

Under the new timeline, the Alphabet Inc. unit said its Chrome internet browser will stop supporting a user-tracking technology called third-party cookies by late 2023, nearly two years later than its initial time frame of early 2022. Google had announced the removal of cookies, which many companies in the advertising sector use to track individuals' and target ads, under pressure from privacy regulators and advocates.

Google said the delay will give it more time to get publishers, the ad industry and regulators comfortable with the new technologies it is developing and testing to enable targeted ads in cookies' wake.

From The Wall Street Journal
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