Google Delays Phase-Out of Cookies Containing Personal Data Until End of 2023

[Asia Economy Reporter Seulgina Jo] Google has postponed the phase-out date of 'cookies,' which contain individuals' internet surfing records, from 2022 to 2023.

IT specialized media PhoneArena and others reported on the 24th (local time) that Google announced third-party cookies will be completely eliminated from its web browser Chrome by the end of 2023.

This schedule is delayed by more than a year compared to the earlier announcement in early 2022 to end third-party cookie collection. Cookies are a type of visit record automatically created when internet users visit websites, enabling targeted advertising by tracking users, which has led to ongoing privacy infringement controversies.

Google decided to delay the cookie phase-out date considering the backlash from the online advertising industry and the ecosystem. The online advertising industry has opposed the cookie phase-out, arguing that it would only benefit Google, which holds a dominant position in the search engine market.

Additionally, Google plans to develop core technologies such as algorithms and other APIs that allow ad selection without sharing individual visit records before the phase-out date. As the first step, these technologies will be included in Chrome by the end of 2022, followed by about nine months of a service migration period. Then, from the second half to the end of 2023, third-party cookie collection will be gradually terminated over three months.

With Google's official announcement of this policy, ad tech stocks surged sharply on the New York Stock Exchange that day.