Other browsers like Safari and Firefox have implemented some bans against cookies, but Google Chrome is the most used web browser, so its transformation is more important for the ad industry.
Google said: The decision to phase out cookies over a three-month period in mid-2023 is subject to our engagement with the UK Competition and Markets Authority (CMA).
In other words, the company attributes part of the delay to its need to work closely with regulators to come up with new technologies to replace cookies for use in advertising.
Google has found itself in a difficult place as the only company that dominates many industries, including search, advertising and browsers.
The less Google tracks third parties, the more it harms other advertising companies, and likely increases its dominance in the advertising space.
Whereas, the more tracking the search giant is, the more likely it is to run into problems due to the failure to protect user privacy.
No matter what you do, it’s under fire from regulators, privacy advocates, advertisers, and publishers.
Google delays blocking cookies:
It has proven difficult to find a way to balance these conflicting incentives. One reason is that Google is trying to develop new privacy technologies through the usual process of creating web standards.
Many of the efforts have been grouped under the title Privacy Sandbox, an umbrella term for a set of different new proposals for Google Chrome and the web.
The most controversial of these proposals was FLoC. It is a sophisticated attempt to create groups of demographically similar users in a decentralized, semi-anonymous system that advertisers can use to target ads.
However, no browser company has declared FLoC compatible, and several have said they block the technology.
Google refers to a rigorous, multi-stage overall development process. Including extensive discussion and testing periods for FLoC technology and other proposals. It is a clear indication that they may change or replace the FLoC.
“We plan to finish this origin trial in the coming weeks and integrate the input, before progressing to further ecosystem testing,” the company says.