Google will delay by nearly two years the phase out of Chrome web browser technology that tracks users for ad purposes, saying that it needs more time to develop a replacement system.
The tech giant on Thursday moved its deadline to remove so-called third-party cookies to late 2023 rather than January 2022 as was initially planned.
“We need to move at a responsible pace, allowing sufficient time for public discussion on the right solutions and for publishers and the advertising industry to migrate their services,” Vinay Goel, the director of privacy engineering for Chrome, said in a blog post.
Third-party cookies are snippets of code that log user info and are used by advertisers to more effectively target their campaigns, thereby helping fund free online content such as newspapers and blogs. However, they’ve also been a longstanding source of privacy concerns because they can be employed to track users across the internet.