Google faces obstacles in deprecating third-party cookies due to competition concerns raised by the UK’s Competition and Markets Authority (CMA). Resolving these concerns is crucial for Google to proceed with its planned third-party cookie deprecation from Chrome in the second half of 2024. Brands might have extra time for alternatives if delays occur, pending resolution of CMA concerns.

Google introduces the Privacy Sandbox program as an alternative to third-party cookies, aiming to enable advertisers to deliver targeted ads in Chrome while minimizing improper cross-site and cross-app tracking. The initiative focuses on creating technologies that protect privacy online and provide tools for companies and developers to thrive in the digital business landscape.

The CMA's report highlights ongoing competition concerns, including Google benefiting from user activity data, potential advantages to its ad tech services, and challenges for publishers and advertisers in identifying fraudulent activity. The CMA collaborates with Google to resolve these issues and plans to report progress in its next quarterly update in April 2024.

In Q1 2024, the CMA focuses on working with Google to address competition concerns. Progress so far indicates fulfillment of commitments by Google in the last quarter of 2023. Long-term governance arrangements for the Privacy Sandbox are under consideration, and interested parties are invited to provide input.

Google spokesperson reaffirms plans to phase out third-party cookies in H2 2024, expressing confidence in the industry's ability to transition based on progress from leading companies. The company is committed to addressing any remaining competition concerns raised by the UK CMA.