Google announced that it will postpone its plan to block third-party cookies until the end of 2023 and will suspend testing of its cookie-free alternative FLoC.
Google said, “It’s clear that the entire ecosystem needs more time to get it right.”
Initially, Chrome’s plan was to block third-party cookies by the end of 2022, but now it has started the cookie blocking process in mid-2023, and It will be completed by the end of 2023.
Google also said it will stop testing FLoC. Your alternative does not have cookies.
Google said, “We plan to complete this proof of source and integrate the information in the next few weeks, and then perform more tests on the ecosystem.”
Here is how Google documented the staged launch:
- Stage 1 (Starting late-2022): Once testing is complete and APIs are launched in Chrome, we will announce the start of stage 1. During stage 1, publishers and the advertising industry will have time to migrate their services. We expect this stage to last for nine months, and we will monitor adoption and feedback carefully before moving to stage 2.
- Stage 2 (Starting mid-2023): Chrome will phase out support for third-party cookies over a three month period finishing in late 2023.
Of course, all the boycotts of big companies such as Mozilla, WordPress, Amazon, etc. to the Google FLoC plan may be related to this.