Google Delays Timeline for Phasing Out Cookies Containing User Personal Data

Postponed from early next year to the second half of 2023
Google: "To help advertisers adapt to the new environment"
Criticism that cookie removal is a policy favoring Google only

[Image source=Reuters Yonhap News]

[Asia Economy Reporter Kim Suhwan] Google has postponed the schedule to phase out 'cookies,' which are pieces of information containing individuals' internet usage records.

The Wall Street Journal (WSJ) reported on the 24th (local time) that Google decided to delay the cessation of cookie collection through its Chrome web browser until the end of 2023.

Originally, Google planned to end cookie collection early next year.

Cookies are temporary files automatically stored on the computers of internet users who visit websites.

These cookies contain information such as login IDs, passwords, and access records. Advertisers have used cookies for personalized online advertising, but this has continuously raised criticism as an invasion of privacy.

Google explained that the reason for delaying the cookie phase-out is to give online advertisers the necessary time to adapt to the new environment after cookies are phased out.

However, criticism has also emerged that the cookie phase-out will result in an advantage only for Google.

Google can obtain user information through its dominant internet search engine even without collecting cookies. However, other advertisers will lose their means to acquire user information once cookies disappear.

WSJ reported that online advertisers are currently struggling to find alternatives to collect internet users' information after the cookie phase-out.

In fact, European regulators have started an antitrust investigation into Google, viewing that Google's cookie phase-out could ultimately disadvantage competing companies.

Additionally, in December last year, ten U.S. states led by Texas filed a lawsuit against Google, raising issues with the cookie elimination policy.

In response, Google promised the UK Competition and Markets Authority (CMA) that it would notify them at least 60 days in advance if it phases out cookies.

The controversy surrounding cookies is interpreted as an extension of privacy protection issues aimed at big tech companies.

Previously, criticism had spread that companies like Google, Apple, and Facebook indiscriminately collect personal data by utilizing massive user databases.

In response, Apple released a software update earlier this year that added a feature preventing iPhone apps from tracking individual user records.

As an alternative to cookies, Google plans to introduce technology that minimizes personal data collection by gathering information only on small groups categorized by similar interests rather than storing records individually.

This content was produced with the assistance of AI translation services.