Google will be delaying again its move to phase out third-party cookies on its Chrome browser as the tech giant suffers setbacks from regulatory scrutiny on its data privacy practices.
In a blog post on Tuesday, Google announced that it will not remove third-party cookies from its platforms this year after recognizing "ongoing challenges" in the implementation of the phaseout.
The new schedule for the phaseout is expected to proceed as early as 2025. That is if Google is able to resolve its privacy vulnerabilities in time.
The UK's Competition and Markets Authority is currently conducting an investigation on the tech giant for supposed privacy flaws in its proposed replacement to third-party cookies, the Privacy Sandbox.
According to reports obtained by The Wall Street Journal, the Privacy Sandbox has notable security gaps that could allow hackers to breach websites and steal information data from users.
It is estimated that two-thirds of the internet uses third-party cookies via Google Chrome.
Several businesses, marketers, and advertising groups have earlier protested against Google's proposal, claiming such a move would disrupt their operations.
What are Internet Cookies?
Internet cookies, unlike actual flour-and-dough biscuits, are a piece of software data used to track select user information on the website.
Companies often use these cookies to track users and provide relevant ads to them. Google's third-party cookies support has helped many websites for many years.
However, that is about to change in the coming years as the tech giant seeks to further generate profits from its users.
That is where the Privacy Sandbox comes in as a direct replacement to the free third-party cookie feature with a paid subscription companies can purchase to collect user data from the platform.
Google Swamped in Data Privacy Issues
Its challenges in securing its replacement for third-party cookies are not the only problems Google is currently facing in regard to its responsibilities in protecting its users' data.
The tech giant just recently agreed to a settlement deal for its Incognito Model allegedly being used to collect data from users even despite Google promising it will not.
This is not to mention the multitude of software and hardware vulnerabilities on its products that seemingly only further grow.
Related Article : Using Incognito Mode in Chrome is Not as Private as You Think
