Fintecture, the instant transfer payment solution


Google announces postponement of the end of third-party cookies for 2023

It was planned for 2022, but it will finally take place at the end of 2023. The end of third-party cookies has in fact been postponed by Google for several months. The Californian firm expresses its desire to "do things right". This additional delay therefore gives advertisers the opportunity to prepare their transition. Zoom on the new timeline of events.


How does Google see the world without cookies?

Third-party cookies have been used until now, and will continue to be used for several months, by companies to target their advertising content. The cookies are then tracking tools, such as Google Tag Manager, which therefore enable them to finance the free advertisements distributed online. The publishers can in fact have knowledge of the browsing history of Internet users, their preferences and also obtain information on their profile. 

Google's Privacy SandBoxThe aim of the new system, which was announced a year and a half ago, is to allow advertisers to access information, but not on an individual basis. The data will in fact concern anonymised cohorts.

Allow time for discussion to prepare the transition

The conditions for blocking cookies still need to be refined. Vinay Goel, Director of Privacy Engineering at Google Chrome, believes that it was necessary to postpone the end of the project for a few months, to give those involved time to discuss and prepare for the transition

Publishers and advertisers stand to lose a great deal by blocking cookies and losing revenue. The desire to protect the privacy of users must therefore be accompanied by a discussion phase, so that website owners and advertisers can also benefit.

Google faces CMA regulators

The announcement of the postponement of the project is also explained by the feedback from the CMA (Competition and Markets Authority), following the investigation carried out by the British competition regulator. The CMA is concerned that the Privacy SandBox will only strengthen Google's leading position in the online advertising world.  


The Mountain View company therefore took the time to demonstrate its good faith to the CMA. In particular, it has committed to ensuring that its advertising products cannot access browsing history synchronised by Chrome.

The new provisional timetable for blocking third-party cookies

In order to give itself the opportunity to conduct discussions and make any necessary adjustments, Google has made changes to its provisional schedule. The dates to remember are now :


  • end of 2022: the start of a nine-month period of updating the practice of publishers and advertisers. The launch of APIs in Chrome will not take place until the end of 2022;
  • mid-2023: start of the three-month phase-out period for third-party cookies. It will run from mid-2023 to the end of 2023.

The project should therefore be completed by the end of 2023. By then, all third-party cookies in Chrome will be blocked... unless something else happens.

3200,00 €


1799,99 €

The future of payment is here:
join the movement!

249,99 €