In effect, Google is delaying the phase-out of third-party cookies in Chrome until 2024 by extending the testing of Privacy Sandbox APIs to a larger audience. This is a component of the rollout of Privacy Sandbox, its response to the need for more discreet, targeted advertising on the Internet. Developers, publishers, marketers, and regulators, according to Google, requested more time to assess and test the new technologies before third-party cookies were disabled in Chrome. Google also received comments from these groups. In 2020, Google stated that it planned to implement the solution “within two years”.
Google’s plans to integrate its Privacy Sandbox technology into the Chrome browser were laid out in a schedule provided by Anthony Chavez, Vice President of Privacy Sandbox. Beginning in “early August and continuing through the end of the year” and “into 2023,” the business will broaden the scope of testing Privacy Sandbox APIs. By Q3 2023, Google anticipates the release of the Privacy Sandbox APIs, making them generally usable in Chrome. In the second half of 2024, it plans to “start phasing out third-party cookies in Chrome.”
Google said that it has improved design suggestions in collaboration with developers, publishers, marketers, and regulators through forums like the W3C. Additionally, it came to an understanding with the UK’s Competition and Markets Authority (CMA) about the creation and global rollout of Chrome’s Privacy Sandbox. The proposals, according to the Privacy Sandbox website, are in various stages of development.
The most frequent comment we’ve heard is that third-party cookies in Chrome should not be deprecated until sufficient time has been given to testing and evaluating the new Privacy Sandbox technologies. This methodical strategy to moving away from third-party cookies guarantees that the web can continue to flourish without relying on covert methods like fingerprinting or cross-site tracking identifiers, Chavez wrote in the note.
As previously indicated, Google had previously stated that “within 2 years” it would begin to take out third-party cookies from the Chrome browser. Companies track users’ online behaviour with these third-party cookies, raising worries about privacy infringement. Google’s Privacy Sandbox solution won’t employ cross-app identifiers like advertising ID and will restrict the exchange of user data with third parties. Third-party cookies will become obsolete as a result, leading to the delivery of more targeted adverts as well as the elimination of healthy, ad-supported websites.