Google Delays Plans To Block Cookies Through 2023 & Pauses FLoC

Jun 25, 2021 - 6:51 am 0 by
Filed Under Google Ads

Google Floc

Google announced it is delaying its plans to block third-party cookies to late 2023 and will paused testing of FLoC, its cookieless alternative. Google said "it's become clear that more time is needed across the ecosystem to get this right."

Initially the plan was for Chrome to block third-party cookies by late 2022 but now that has been moved to start the process of blocking cookies in mid-2023 and ending in late 2023.

Google also said it will pause testing FLoC, its cookieless alternative. Google said "we plan to conclude this origin trial in the coming weeks and incorporate input, before advancing to further ecosystem testing."

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 resistance about Google's FLoC plans from big companies like Mozilla, WordPress, Amazon and others probably had something to do with this.

Forum discussion at Twitter.

 

Popular Categories

The Pulse of the search community

Follow

Search Video Recaps

 
Google Ranking Volatility, Tons Of Google Bugs, Most Read Articles, Bing Deep Search & Quality... - YouTube
Video Details More Videos Subscribe to Videos

Most Recent Articles

Search Forum Recap

Daily Search Forum Recap: March 1, 2024

Mar 1, 2024 - 4:00 pm
Search Video Recaps

Search News Buzz Video Recap: Google Ranking Volatility, Tons Of Google Bugs, Most Read Articles, Bing Deep Search & Quality & SEOs Not Loving Google

Mar 1, 2024 - 8:01 am
Google

Google Court Document Says Search Quality Continues To Improve

Mar 1, 2024 - 7:51 am
Google Search Engine Optimization

Google Structured Data Carousels Beta Documentation Added

Mar 1, 2024 - 7:41 am
Google

Now You Can Opt Out Of Google Search Place Entities In Page Insights

Mar 1, 2024 - 7:31 am
Google Maps

Google Updates Business Profiles Customer Interactions Every Few Days

Mar 1, 2024 - 7:21 am
Previous Story: Google My Business Insights Data May Be Delayed