Recently Google has announced that that it won’t be able to remove third-party cookies from its original timeline.
As a result, google is set to miss out on its end year target for making changes in the way ads are delivered in its chrome web browser. A huge setback in their efforts to enhance the customer privacy!!
These changes were eagerly looked forward by the advertisers as the two-thirds of the traffic travels through chrome. Thus, making chrome a large gateway to reach consumers.
Actually, the third-party cookies are a software bit that follow users on the internet. These software bits are used by the advertisers for each and every marketing task. From targeting users to measure the effectiveness of the marketing campaigns.
When asked about the reason behind the delay, Google has cited the ongoing challenges like reconciliation of divergent feedback from the industry, regulators and developers.
This announcement comes days before the status report from the U.K. Competition and Markets Authority, which is overseeing the global efforts of the company to eliminate the cookies.
Meanwhile the UK’s privacy regulator has told google that its changes don’t do enough. Now the company has pushed the year 2025 to phase out its cookies.
The company’s decision to phase out the cookies in early 2020 was a remarkable decision which shook the digital ads market. But amidst the time, when tech companies are dealing with antitrust scrutiny. Experts are concerned if google does away with cookies, then its power will increase in digital ads where google already plays a dominant role.