Google has delayed its plan to block third-party cookies in Chrome until the end of 2023.
Google has delayed its plan to phase out support for third-party cookies in Chrome until the end of 2023 in an effort to get things right for both end users and web publishers. Since their invention by a Netscape engineer all the way back in 1994, cookies have been used as a way to collect third-party data indirectly from users based on the sites they visit online. Marketers and advertisers then purchase this data and use it to serve personalized ads to users. However, third-party cookies are also used to build profiles on users which can lead to unwanted tracking online which is why Google revealed its plan to replace them last year. As part of this effort, the search giant introduced a new tracking system called Federated Learning of Cohorts or FLoC for short that places thousands of users into groups called cohorts based on their browsing habits as opposed to building individual profiles using cookies.
