Google has announced an important change in the program of action. While the company previously intended to phase out third-party cookies in Chrome before the end of 2023, it now intends to postpone the timeline – market participants have repeatedly stated that they need more time to evaluate the privacy sandbox technology before the changes in force come effect.
Advertising in one form or another is extremely important to Google. It is known that the company only earned more than planned in the second quarter of 2022. Third-party cookies are extremely important to deliver targeted advertising in the online ecosystem. Of course, this is not always desirable for users, but often it is simply necessary to present free content with the participation of sponsored advertisers.
Google, whose business model relies less than solely on targeted advertising, has offered Privacy Sandbox as a replacement for third-party cookies. Developers, publishers, marketers and regulators also want to make sure the new technology is workable – now they have more time to evaluate.
According to Google, the company is extending the testing period for the Privacy Sandbox API, and developers can start testing now. At the beginning of August, the Privacy Sandbox tests will be expanded to millions of users, and in 2023 the number of participants will gradually increase. By the third quarter of 2023, the API will be heavily used in Chrome and third-party cookies will no longer be supported in the browser in the second half of 2024.