Google stated today (24/06), in its blog, which aims to eliminate so-called third-party cookies in Google Chrome by 2023. The initiative is part of the Privacy Sandbox program, which aims to improve privacy and security in internet use and was planned since its announcement in 2019.

Although the proposal to “make cookies obsolete” was already acquaintance, we still didn't have a date or a timetable for when the changes would take effect. And the delay, according to the company, is justified. The difficulty is due to the “ecosystem” of the internet, in its words. By this, it probably refers mainly to the time needed for advertisers and developers to get used to the new features.

In addition to removing cookies, Google noted four other proposals to make the internet more safe, out of a total of 30, are already in the testing phase. But before all that happens, Google wants to make sure that some essential technologies for the plan to proceed are established.

So, the first phase of the timeline is planned to take place in late 2022, lasting nine months. In the second phase, scheduled to begin in mid-2023, Google would finally end Chrome's support for third-party cookies. And all of this, according to the company, would take just three months.

Dispute could delay “end of cookies” in Chrome

The bad news is that despite this relative speed, the success of this timeline does not depend solely on Google. This is because the timeline needs to be approved by the UK's Competition and Markets Authority (CMA), a British regulatory agency that is currently in dispute with Google. For the UK body, replacing the Cookies by FloCs, also part of the Privacy Sandbox and essential for carrying out the first phase of planning, would represent a monopolizing maneuver.

So it's possible that Google's entire planning could go down the drain if the company and the CMA fail to reach an agreement by July, when the agency's investigations are expected to conclude. In any case, Google said it will keep everyone updated via the CMA's official website. privacy sandbox and your own blog.

Through which channels you reach those people, classic and out of the box. 9to5Google

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