Google has postponed its plan to remove third-party cookies from Chrome, and it’s not the first time. 

Google asserts that the decision isn’t about dragging its feet but rather responding to industry and regulatory pressures. The UK Competition and Markets Authority (CMA), serving as a vigilant watchdog over Chrome’s Privacy Sandbox, requires adequate time to scrutinize evidence, including feedback from industry tests. Google’s recent announcement comes amidst the CMA’s call for market feedback by the end of June, highlighting the complexity of the issue at hand.

So, what does this extended deadline mean for privacy and advertising?

On one hand, it offers a reprieve for businesses and advertisers who rely on third-party cookies for targeted advertising and tracking user behavior across the web. The delay provides more time for these entities to adapt their strategies and explore alternative methods of audience targeting and measurement.

However, from a privacy standpoint, the continued existence of third-party cookies poses ongoing concerns regarding user tracking and data privacy. While Google’s Privacy Sandbox aims to introduce more privacy-preserving alternatives, the prolonged use of cookies prolongs these privacy risks.