Google postpones phasing out third party cookies in Chrome once more

While Firefox and Safari phased out third party cookies years ago, it's taking Chrome a bit longer because, well, daddy Google got ads to sell. As such, Google has been developing a complicated new alternative to third party cookies that it calls Privacy sandbox", a name in the vain of Greenland". This process has not exactly been going well, because Google has had to postpone phasing out third party cookies several times now, and today, they had to postpone it again. This time, however, it's because the UK competition authority, the CMA, still has some questions.

We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It's also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4.

We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year. Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year.

Google's Greenland blog

Making a browser good enough to take over almost the entire browser market was an absolute master stroke by Google. Now can you all please switch over to Firefox or like Lynx or something?