Google postpones plans to remove Chrome ad-tracking technology

Google said it was shelving plans to phase out its Chrome browser technology as it needs more time to develop an alternative system. This technology locates users for advertising-related purposes.

The top technology company said on Thursday that proposals to remove third-party cookies will be postponed until the end of 2023. The technology was proposed to be introduced by the end of this year.

Vinay Goel, Director of Privacy Engineering, Chrome, wrote in a blog that we should proceed responsibly. This will give us enough time for a public discussion of the right solutions and for publishers and the advertising industry to transfer their services.

Advertisers collect user information with the help of third-party cookies and use it to target users to make their campaigns more effective.

But these have long raised privacy concerns because they can be used to trace users on the Internet.