Google will not stop supporting tracking cookies in its Chrome internet browser until the end of 2023, the company announced Thursday on its blog. That’s about two years later than the company previously announced.
Tracking cookies are small files that websites can place. By reading them, the user’s browsing habits can be traced. These types of cookies play an important role in the display of online ads, which Google has become big on.
In January 2020, the American tech giant announced that its popular internet browser Chrome would no longer support third-party tracking cookies. The company gave itself two years to make that move.
That deadline has now been pushed back to the end of 2023, according to the timeline Google published on its blog on Thursday. The phase-out should start in the middle of that year and be completed within three months.
Alternative to tracking cookies
Google is working on an alternative to tracking cookies. The company wants to offer a way to show ads without tracking individuals’ browsing habits.
The European Commission on Tuesday announced a formal investigation into this initiative, among others. Google’s other advertising practices are also under scrutiny in the investigation. The Commission wants to know if the company is hindering competition.