Google’s Chrome web browser will not fully block tracking cookies until late 2023, the Alphabet Inc company said on Thursday, delayed by nearly two years a move that has drawn antitrust concerns from competitors and regulators.

Google had wanted to bar reams of ad-personalization companies from gathering users’ browsing interests through cookies from January 2022. But rivals accused the world’s biggest online ads seller by revenue of using improved privacy as a pretense to gain greater market share.

Alphabet shares were up 0.5% in early Thursday afternoon trading. But shares soared for companies that had been scrambling to reduce reliance on cookies. Among them, Trade Desk Inc surged 18%, PubMatic Inc 12%, and Criteo SA 10%.

Britain’s Competition and Markets Authority (CMA) after an investigation agreed this month with Google to oversee the Chrome changes. Google said its new timeline was in line with the…

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