Google Chrome: Alternative to third party cookies postponed until 2024

Cookie haters, please take a deep breath – Google has once again postponed its departure from third party cookies. This is now not to find its way into the in-house browser Google Chrome until 2024.

“Privacy Sandbox” postponed for the third time

Great was the joy when Google announced to finally say goodbye to the annoying cookie banner in its current form.In 2021, the first tests of an alternative already took place. However, you will also in the future first have to make the annoying choice between necessary and optional cookies. This is the third time the US tech company has postponed its project, which was to be applied exclusively in the Google Chrome browser. Originally, the new selection option for cookies was supposed to start at the beginning of 2022. Subsequently, it was said that it would not be ready until the fall of 2023. However, Google does not seem to be able to manage that either. Now, the company has revised its schedule once again and thus also pushed back the salvation for all those who hate cookies.

According to the latest schedule, Google’s solution for cookies will not launch until the second half of 2024. Since Google’s planned “Privacy Sandbox”, which is supposed to literally ban cookie banners, sounds so promising, the wait hurts all the more. Google itself sounds in its justification statement as if it is at least not exclusively up to the search engine giant itself. The company says that the postponement is mainly due to the fact that the project’s partners need more time. This does not only include the commissioned programmers and developers. Also advertising partners as well as regulatory authorities can probably not keep to the schedule according to own data.

Fighting third party cookies

Once you listen to public opinion, the question quickly arises as to why the cookie banner even exists in its current form. After all, the query for cookies is not just a thorn in the side of users. It is primarily also data protection authorities who have recognized a questionable construct in the little box for quite some time. It is too often the case that people prefer to agree to a full collection of cookies rather than opting for those that are merely necessary. Behind the problem around cookies is also the discussion around personalized advertising. After all, cookies form the foundation for the necessary data collection. That this disturbs especially the EU, was only recently clear with the ban on mandatory personalized advertising at TikTok. is Feststeht that not only we users, but also the rest of the parties involved must now bring some patience. Let’s hope that it will be worth it.