Google’s Privateness Sandbox initiative started with the intent to create expertise to guard folks’s privateness. A part of that initiative was to cut back cross-site and cross-app monitoring by eliminating third-party cookies. As we speak it was introduced that the initiative has been delayed and builders are aiming for a Q3 2023 launch. Google builders additionally predict that it’s going to begin phasing out third-party cookies within the second half of 2024.
Why the delay. Google says that “constant suggestions” from builders, entrepreneurs, and publishers, and extra testing are the explanations for the delays.
Probably the most constant suggestions we’ve obtained is the necessity for extra time to guage and take a look at the brand new Privateness Sandbox applied sciences earlier than deprecating third-party cookies in Chrome. This suggestions aligns with our dedication to the CMA to make sure that the Privateness Sandbox offers efficient, privacy-preserving applied sciences and the business has ample time to undertake these new options. This deliberate strategy to transitioning from third-party cookies ensures that the online can proceed to thrive, with out counting on cross-site monitoring identifiers or covert methods like fingerprinting.
Anthony Chavez VP, Privateness Sandbox
Early testing for builders. Builders can take a look at the Privateness Sandbox API now, and trials can be launched in early August as they’re launched to “thousands and thousands of customers globally, and we’ll step by step improve the trial inhabitants all through the remainder of the yr and into 2023.”
Why we care. A nasty factor for privacy-conscious shoppers. A superb factor for advertisers? Plenty of advertisers and platforms could have been scrambling to seek out out of the (sand) field options to monitoring knowledge because it was anticipated that cookies would now not be an choice. It appears like we’ll have a minimum of one other yr to organize.
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