Under pressure from many players, Google has announced that it will retain third-party cookie tracking in Chrome until the end of 2023. Cookie tracking for non-Google cookies was set to expire in early 2022. The idea of targeting consumers for advertising purposes is not going away -- Google will use the extra time to allow the industry to become more comfortable with its new targeting technologies -- but it is likely to mean big changes. The end of tracking cookies is intended to appease privacy advocates and regulators, but replacing them with new Google technology has raised eyebrows with antitrust regulators. And privacy advocates still have concerns. Stay tuned....