Google launched the Privacy Sandbox program for its popular Chrome browser in 2020, with the goal of replacing third-party cookies that track user data and behaviours across numerous sites.
As time passed, the company revealed in June 2021 that the launch of the Privacy Sandbox would be delayed until 2023 due to examination by several governments across the world regarding possible anticompetitive behaviour in the advertising sector.
Google to begin phasing out third-party cookies in Chrome in H2 2024
The deadline has now been pushed out even further, with Google planning to phase out third-party cookies in Chrome in the second half of 2024. According to Google, the most constant input from developers, publishers, marketers, and regulators has been the need for more time to analyse and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome.
Google anticipates the Privacy Sandbox APIs to be launched and widely available in Chrome by Q3 2023. Also, Google is planning to begin phasing out third-party cookies in Chrome in the second half of 2024, as developers implement these APIs.
Developers can test these APIs today as part of the trial period, and starting in early August, the Privacy Sandbox trials will grow to millions of consumers globally and gradually increase through 2023. Users will be prompted to manage their trial participation before being added.
Regarding the delay, Anthony Chavez, VP Privacy Sandbox said,
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. This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.