Facing pressure from competition regulators, privacy advocates, and the digital media industry at large, Google has announced that they’ll be delaying the removal of cookies from Chrome to 2023.

Google stated that this delay of nearly two years would help give publishers, advertisers, and regulators comfortable with the technology that they are developing to allow for targeted ads without the use of third-party cookies.

The decision is seen as a reflection of the challenges that are asked of tech giants as people clamor for greater privacy protection without aggravating the $455bn online ad industry or being seen as trying to give themselves an unfair advantage over the competition.

Google’s central role in online ads and marketing means that any decision it makes will greatly affect the industry as a whole, with data from Statcounter saying that the tech giant holds about 65% of the market thanks to Chrome.

Publishers and advertisers responded with relief when the news broke, as this means that they have more time to test and get used to the technology that’ll be replacing cookies. RGA Global Head of Media Ellie Bamford stated that Google miscalculated.

As for the tech giant, they’ve been testing several tools which will work together to cover for the loss of third-party cookies, as part of what they’ve been calling the ‘privacy sandox”. One of the proposed technologies is Floc, though Google Engineer Michael Kleber once went on record to say that they’re still figuring out the answer.

Advertisers are watching Google closely, as its proposals will affect the ad industry greatly, from the most straightforward king kong advertising review to the biggest ad campaign.