Google decided to delay the removal of third-party cookies in Chrome, pushing the phase-out to 2024.
This is the second time Google has extended its support for third-party cookies. Initially, the search engine company wanted to get rid of third-party cookies this year. However, their plans moved them to change the deadline to 2023. And now, it’s further moved back to another year.
Cause of Delay – Removal of Third Party Cookies
According to Google, the reason for the delay is that they need more time to test their Privacy Sandbox initiative. This features a less intrusive solution to deliver targeted advertising to consumers.
Anthony Chavez, the vice president of Google’s Privacy Sandbox initiative, further explained the reason. According to him, the feedback they received is that they need more time to evaluate and test the new Privacy Sandbox technologies before Chrome starts to block third-party cookies.
The development team wanted to have a deliberate approach to transition from third-party cookies with the new technology. All the while, it will ensure that the web can continue to thrive without having to rely on cross-site tracking identifiers or covert techniques.
Google Privacy Sandbox
Google has started testing the technology over the past several months. But the developers, publishers, and marketers all agree that they need a longer testing window.
Chrome will gradually transition from third-party cookies to the Privacy Sandbox instead of abruptly replacing them.
The Privacy Sandbox API trial version will be available to developers in August. This trial will then expand to millions of users globally.
Google will then continue to roll out the technology test throughout the year and into 2023. This will give more time for marketers and advertisers to adjust their advertising strategies for targeting Chrome users.
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