Google has announced that it is expanding testing of the Privacy Sandbox API to a greater population, essentially postponing the phasing out of third-party cookies in Chrome until 2024. It’s part of deploying Privacy Sandbox – the solution is to provide more private, targeted advertising. On the Internet. Google says it received feedback from developers, publishers, marketers and regulators and asked for more time to evaluate as well as test new technologies before disabling third-party cookies in Chrome. Google said in 2020 that it intended to deploy the solution “within two years”.
Anthony Chavez, Vice President of Privacy Sandbox, given a timeline How? Google intends to deploy privacy sandbox Technologies in Chrome browser. The company is expanding the scope of testing the privacy sandbox API from “early August to the end of the year” and “in 2023.” Google expects the Privacy Sandbox API to be launched by Q3 2023 and generally available in Chrome. It also intends to “start phasing out third-party cookies in Chrome in the second half of 2024.”
Google said it has worked with developers, publishers, marketers and regulators through forums such as the W3C to refine the design proposals. This also reached an agreement With the Competition and Markets Authority of the UK (CMA) on how to develop and release privacy sandboxes in Chrome worldwide. According to Privacy Sandbox WebsiteThe proposals are at various stages of the development process.
“The most consistent response we have received is that more time is needed to evaluate and test new privacy sandbox technologies before third-party cookies can be removed in Chrome. This deliberate approach to the transition from third-party cookies ensures that the web can continue to flourish, without relying on covert techniques such as cross-site tracking identifiers or fingerprinting,” Chavez said in the note.
As mentioned, Google had said before That it will start phasing out third-party cookies from the Chrome browser “within 2 years”. These third-party cookies are used by companies to track the activities of users on the Internet, raising concerns about privacy violations. Google’s Privacy Sandbox solution will limit the sharing of user data with third parties and operate without cross-app identifiers, including advertising IDs. This will result in the delivery of more targeted ads as well as rendering healthy, ad-supported web rendering obsolete third-party cookies.