“Google has repeatedly attempted to replace cookies…aiming to balance user privacy with the needs of advertisers,” said Jason Soroko, senior vice president of product at Sectigo, a provider of certificate lifecycle management. “However, these efforts have struggled due to resistance from privacy advocates, regulatory hurdles, and technical challenges.”
That likely contributed to Google’s decision to delay pulling its support for cookies, he said, citing the “complex interplay between innovation, privacy concerns, and regulatory frameworks.”
More disappointing is that the company “still seemingly has no clear plan to implement greater privacy and safety controls against tracking,” said one privacy expert, who doesn’t believe Google is doing enough.