Google is delaying stopping third-party cookies in Chrome for another year, with plans to start phasing them out in 2024.
This is the second extension of Chrome’s support for third-party cookies, which Google originally planned to discontinue this year.
Plans changed again last year when Google extended the deadline to 2023. Now the extension is being extended.
Google needs more time to test the Privacy Sandbox initiative – a less intrusive solution to delivering targeted ads.
Anthony Chavez, Vice President of the Privacy Shield Initiative at Google, stated in a blog post:
“The most consistent feedback we’ve received is the need for more time to evaluate and test new Privacy Sandbox technologies before turning off third-party cookies in Chrome…
This deliberate approach to moving away from third-party cookies ensures that the web continues to thrive, without relying on cross-site tracking identifiers or secret technologies like fingerprinting.”
Google has been testing the Privacy Sandbox over the past several months. Developers, publishers, and marketers agree that they need a longer testing period.
Now, Google plans to gradually move from third-party cookies to the Privacy Sandbox rather than surprisingly replace it with something new.
A beta version of the Privacy Sandbox API is available for developers. In August, the experience will expand to millions of people around the world.
Google will continue to roll out the test to more people throughout the year and into 2023.
By Q3 2023, we expect the Privacy Sandbox APIs to be released and generally available in Chrome. As developers embrace these APIs, we now intend to begin phasing out third-party cookies in Chrome in the second half of The year is 2024. As always, you can find the latest timelines and milestones on the Privacy Sandbox website.”
For marketers and advertisers, this means more time before adjusting your advertising strategies to target Chrome users.
It is not known how turning off third-party cookies in Chrome will affect advertisers or how effective the Privacy Sandbox will be in targeting customers.
We’ll likely learn more as testing expands through 2022 and 2023.
Source: The Google
Featured image: Shutterstock / Faithie