Google has postponed its plan to remove third-party cookies from its Chrome browser until 2025. These cookies allow for more comprehensive ad targeting by following visitors across different websites. 

Google's Parent Company Alphabet Teaming up With Advertisers and Regulators

In a blog post published Tuesday, Google's parent company, Alphabet, said it is engaging with regulators and the ad industry over the proposal. The United Kingdom's Competition and Markets Authority (CMA) is now reviewing Google's policies and practices.

If Google and authorities can reach an agreement, the search engine plans to remove third-party cookies early next year, Bloomberg reported.

Reconciling disparate comments from the industry, regulators, and developers is an ongoing problem, and the business stressed that it would continue to work closely with all parties involved to address this.

The Privacy Sandbox is Google's effort to replace cookies with a new system that has been discussed with publishers, advertisers, and regulators.

Read Also: Japanese Regulators Demand Google to Fix Ad Search Restrictions Affecting Yahoo

Some Industry Observers Are Still Worried

Following in the footsteps of Apple, which disrupted the digital advertising industry in 2021 by limiting marketers' access to user data in its operating system, Google has decided to cut the usage of cookies.

According to Bloomberg, some industry watchers pointed out that Google's decision to eliminate cookies might further consolidate its dominance in the digital advertising business, where it now has a commanding position. However, their concern is that this may lead to antitrust scrutiny.

Read More: Google Executive Advises Staff to 'Move Within Shorter Timelines' Due to New Market Realities