In a statement, Google said that it would once more put off replacing third-party cookies, a practice that advertisers have long utilized to target specific consumers with adverts.
According to a blog post by Anthony Chavez, vice president of Privacy Sandbox, marketers need additional time to switch to Google’s cookie replacement.
The need for more time to review and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome has been mentioned the most frequently, according to Chavez. This comment is in line with their promise to the CMA to ensure that the Privacy Sandbox offers efficient, privacy-preserving technology and that the sector has enough time to implement these innovative approaches.
More testing is being done on the Privacy Sandbox APIs to prevent Google from turning off third-party cookies in Chrome.
For advertisers who are having a hard time meeting deadlines, there is good news. Chavez anticipates that the Privacy Sandbox APIs will go live in the third quarter of 2023.
When developers start to use these APIs, Google has plans to start phasing out third-party cookies in Chrome in the second half of 2024.