The Alphabet Inc unit. is working with publishers, marketers and regulators on its plan to replace cookies, which software marketers use to track people’s online activity and tailor ads accordingly, through an initiative known as the Privacy Sandbox. In a blog post on Wednesday, Google said it would delay the transition to the new system to give marketers more time to test its tools. “The most consistent feedback we’ve received is the need for more time to evaluate and test new Privacy Sandbox technologies before removing third-party cookies in Chrome,” Google vice president Anthony Chavez wrote in the post. “We now plan to begin phasing out third-party cookies in Chrome in the second half of 2024.” Testing of the new privacy-sensitive ad tools will expand to more users in early August, extending the rest of this year and into 2023. The news was first reported by Insider. Google’s decision to phase out cookies echoes moves by Apple Inc., which shook up the digital ad market last year by limiting advertisers’ access to user data on its iOS operating system. But at a time when the tech giants are facing increased antitrust scrutiny, some experts worry that Google’s move to scrap cookies could increase its power in the digital advertising market, where it already dominates. ©2022 Bloomberg LP
