Third-party cookies were supposed to be removed from Google’s browser by 2022, but that date was later postponed to 2023. now being delayed to 2024 is the cookie deadline for Chrome.
Once privacy-conscious alternatives are in place, Google’s Privacy Sandbox program will take the place of third-party cookies, cross-site tracking IDs, fingerprinting, and other sneaky methods. Since then, Google has been developing new technologies, and more recently, Chrome trials have been made available for testing by developers.
Google is extending the testing periods for the Privacy Sandbox APIs before we disable third-party cookies in Chrome, with the phase-out now scheduled to start in the second half of 2024, citing persistent input from partners.
The most common criticism we’ve heard is that third-party cookies in Chrome should not be deprecated until sufficient time has been given to testing and evaluating the new Privacy Sandbox technologies. This comment is in line with our promise to the CMA to make sure that the Privacy Sandbox offers efficient, privacy-preserving technology and that the sector has enough time to implement these innovative approaches.
In August, millions of users worldwide will be included to the Privacy Sandbox trials, and Google will continue to progressively expand the trial population through the remainder of the year and beyond 2023.
Users will see an prompt with the option to manage their participation before being added to the trials. We’ll continue to pay attention to comments as the online community tests these APIs and react accordingly.
After the debut and general availability of the Privacy Sandbox APIs in Chrome in Q3 2023, the aforementioned phase-out process will start. Timelines will shortly be updated to available here .
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