Google delays cookie phase-out to 2024

The search giant said there is a need for more time to evaluate and test the new Privacy Sandbox technologies that is supposed to replace cookies

e4m by exchange4media Staff
Published: Jul 28, 2022 8:44 AM  | 3 min read

Google has said it will delay replacement of third-party cookies for advertising till 2024. In a blog post, Anthony Chavez, Google’s Vice President of Privacy Sandbox, wrote that there is a need for more time to evaluate and test the new Privacy Sandbox technologies, the planned replacement of cookies.

“Improving people's privacy, while giving businesses the tools they need to succeed online, is vital to the future of the open web. That's why we started the Privacy Sandbox initiative to collaborate with the ecosystem on developing privacy-preserving alternatives to third-party cookies and other forms of cross-site tracking. Over the past several months, we've released trial versions of a number of new Privacy Sandbox APIs in Chrome for developers to test.

Throughout this process, we’ve worked to refine our design proposals based on input from developers, publishers, marketers, and regulators via forums like the W3C, and earlier this year, we reached an agreement with the UK’s Competition and Markets Authority (CMA) on how we develop and release the Privacy Sandbox in Chrome worldwide.

The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions. This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.

For these reasons, we are expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome.

Developers can already test these APIs today, and beginning in early August, the Privacy Sandbox trials will expand to millions of users globally, and we’ll gradually increase the trial population throughout the rest of the year and into 2023. Before users are added into the trials, they will be shown a prompt giving them the option to manage their participation. As the web community tests these APIs, we’ll continue to listen and respond to feedback.

By Q3 2023, we expect the Privacy Sandbox APIs to be launched and generally available in Chrome. As developers adopt these APIs, we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024. As always, you can find up-to-date timelines and milestones on the Privacy Sandbox website.

This is the second time that Google has delayed the roll out of Privacy Sandbox. The company first announced that it will phase out cookies in its Chrome browser by early 2022. However, in June 2021, Google pushed back the timeline, giving the digital advertising industry more time to prepare.

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