Chrome web browser of Google is not ready yet to completely block tracking cookies until late 2023, declared the Alphabet Inc company on Thursday, June 24.
The statement indicates a delay in the enactment by almost two years, which has led to rising antitrust concerns among the competitors and regulators.
Google had initially planned to bar the reams of ad-personalization companies prohibiting them from gathering user’s browsing interests through cookies initially set to be fully deployed from January 2022.
However, rivals accused the world’s largest online ads seller of utilizing the enhanced privacy systems as a pretense with a hidden agenda of gaining more outstanding market share. Alphabet recorded a spike in shares by 0.5% early Thursday afternoon trading.
Shares significantly soared for the competitors concerned with reducing their reliance on cookies, which included Trade Desk Inc with a surge of 18%, PubMatic Inc who witnessed a rise of 12%, and Criteo SA experienced a 10%.
Britain’s Competition and Markets Authority (CMA) led an investigation before its agreement with Google this month, vowing to oversee the Chrome changes. Google has stated that the new timeline is apt with the new deal.
The CMA agreed to assess and consult whether to give a thumbs up to Google’s commitments suggesting that the proposed timeline has been informed to the authority.
The U.S. Department of Justice has also led an investigation on Chrome and cookies.
Google is heavily invested in working with the ad industry to develop technologies that could potentially replace the role of cookies in tracking capabilities while enhancing online privacy.