Third-party cookies on Google Chrome are set to live longer than the end of the year. The media giant had given a timeline of Q2 of 2024 to see the end of third-party cookies on the browser.

But now, according to a blog published on its Privacy Sandbox, Google will not be able to complete third-party deprecation during the second half of the year.

The statement read: "We recognise that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It's also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4. We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year. Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year."

The announcement comes ahead of Google’s Q1 2024 which will be published on 26 April.