Bulletins

Google still loves cookies (for now)

The company is pushing back a deadline to remove the third-party tracking tech, citing the need to educate stakeholders on the new system under development.

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Image: Protocol

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.

Joe Williams

Joe Williams is a writer-at-large at Protocol. He previously covered enterprise software for Protocol, Bloomberg and Business Insider. Joe can be reached at JoeWilliams@Protocol.com. To share information confidentially, he can also be contacted on a non-work device via Signal (+1-309-265-6120) or JPW53189@protonmail.com.

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