The tech giant is pushing back a self-imposed timeline to remove third-party tracking technology to late 2023, according to a Thursday announcement. Google previously aimed to remove cookies by 2022.
The delay, Google reasoned, will give those who rely on the information generated from that tech for targeted marketing tactics, including publishers and ad agencies, as well as regulators, more time to understand the replacement system the company is testing.
The announcement comes shortly after the European Union made public its plans to probe Google's influence within the ad sector, including its decision to remove cookies.