Google is delaying the deprecation of third-party cookies in Chrome for another year, and plans to begin phasing them out in 2024.
This is the second extension to Chrome’s support for third-party cookies, which Google originally planned to discontinue this year.
The plans changed again last year when Google extended the deadline to 2023. Now, that extension is being extended.
Google needs more time to test its privacy sandbox program — a less intrusive solution to delivering targeted ads.
Anthony Chavez, vice president of Google’s privacy sandbox program, noted in a blog post:
“The most consistent feedback we’ve received is that more time is needed to evaluate and test new privacy sandboxing technologies before deprecating third-party cookies in Chrome…
This thoughtful approach to transitioning from third-party cookies ensures that the web can continue to thrive without relying on covert technologies such as cross-site tracking identifiers or fingerprinting. “
Google has been testing the privacy sandbox over the past few months. Developers, publishers and marketers agree that it needs a longer testing window.
Now, instead of suddenly replacing them with something new, Google plans to gradually transition from third-party cookies to a privacy sandbox.
A trial version of the Privacy Sandbox API is available for developers. In August, the trial will expand to millions of people around the world.
Google will continue rolling out the test to more people throughout the year and into 2023.
Chavez continued:
“By the third quarter of 2023, we expect the Privacy Sandbox API to be rolled out and generally available in Chrome. As developers adopt these APIs, we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024. With As always, you can find the latest timelines and milestones on the Privacy Sandbox website.
For marketers and advertisers, that means more time before adjusting ad strategies to target Chrome users.
It’s unclear how the deprecation of third-party cookies in Chrome will affect the effectiveness of advertisers or the privacy sandbox in targeting customers.
We may learn more as testing expands in 2022 and 2023.
resource: Google
Featured Image: Shutterstock/Faithie