Google has once again delayed its plan to replace third-party cookies in Chrome with its new Privacy Sandbox. After pushing back the rollout of the Privacy Sandbox from 2022 to 2023 last month, Google announced yesterday that it now plans to get rid of third-party cookies in Chrome in the second half of 2024.
“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome. This feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions,” explained Anthony Chavez, Google’s VP of Privacy Sandbox.
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While web developers can already test Google’s new Privacy Sandbox APIs in Chrome, the company will start inviting the broader web community to test these APIs as well starting next month. This will be an important milestone before the Privacy Sandbox APIs become generally available in Chrome in Q3 2023.
With its Privacy Sandbox initiative, Google aims to create a sustainable alternative to third-party cookies and other forms of cross-site tracking on the Internet. Google currently makes most of its money from online advertising, and the company has been working with marketers, publishers, and regulators to refine its Privacy Sandbox APIs and not disrupt a huge ecosystem the company depends on.
“We’re grateful to be working with companies across the industry who are invested in developing privacy-first experiences on the web, and will be testing Privacy Sandbox in the coming months. The Privacy Sandbox initiative is an ambitious undertaking for the entire industry, and we look forward to continuing to engage with the web community as testing expands,” Chavez said.