Google-owned Chrome internet browser will scrap third-party cookies by late 2023, the search giant revealed on Thursday.
Third-party cookies, a web-tracking technology, help companies and advertisers to track individuals and to target adverts based on location.
Google had earlier planned to remove cookies by early 2022, but has now shifted the removal date to late 2023, Wall Street Journal reported.
According to the search giant, the removal of cookies is geared towards protecting the data of users.
The decision by Google to remove the technology that aids web-tracking has encountered scrutiny from the advertising industry, as they show concern over the replacement of the tool.
However, Google has stated that it is rolling out new technologies that will enable target ads and act as a replacement for cookies.
Delaying the removal till 2023, according to Google, will help publishers and advertising agencies to get comfortable with the upcoming technologies.
“While there’s considerable progress with this initiative, it’s become clear that more time is needed across the ecosystem to get this right,” Google said.
Although the removal of the web-tracking technology from the Chrome browser is geared towards protection of data, other parties have faulted the claim.
Most privacy advocates have said that the removal of cookies wasn’t doing so much to protect users’ data.
For competitors, Google was only using privacy concerns as a decoy to overshadow them and push them out of business.
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