Google Delays Phasing Out Ad Cookies on Chrome Until 2024

Google said it will delay a plan to phase out third-party cookies on its Chrome browser until late 2024, a move that will upend how ads are targeted on websites.

The Alphabet Inc. unit has been working with publishers, marketers and regulators on its plan to replace cookies, the software marketers use to track people’s online activity and tailor ads accordingly, through an initiative known as the Privacy Sandbox. In a blog post on Wednesday, Google said it would postpone the shift to the new system to give marketers more time to test its tools.