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Google’s plan to rid the web of third-party cookies pushed to end of 2024

What do you want to know

  • Google’s Privacy Sandbox initiative may not fully launch until 2024.
  • The tool to block third-party cookies needs more time, says Google.
  • Developers can start testing APIs starting this week.

Google’s Privacy Sandbox is the company’s effort to block third-party cookies on Chrome. With the intention of building a private web, the search giant first introduced the concept in 2019. A year later, it announced plans to go live by 2022. And, we here we are in 2022, where we still see Google illustrating its plans to test and make the Privacy Sandbox available for the web by 2024.

In a new blog post, Google says it has released trial versions of the new Privacy Sandbox APIs in the Chrome browser for developers to test. Processes included refining design proposals on input from the developer community, publishers, marketers, and regulators through forums such as the W3C.

Google also points to an agreement reached earlier this year to work with the UK’s Competition and Markets Authority (CMA), which will provide information on how Google implements and releases these new Privacy Sandbox features.

However, feedback Google has received on its proposals suggests the company needs more time to test and evaluate Privacy Sandbox technologies before removing third-party cookies on Chrome.

“These comments align with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and that the industry has sufficient time to adopt these new solutions,” said Anthony Chaves, Vice-Principal President of Privacy Sandbox. “This deliberate approach to the transition from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or secret techniques such as fingerprinting.”

While developers have the opportunity to test the new Privacy Sandbox APIs on Chrome starting this week, Google plans to expand to more users globally starting early next month and continuing through early 2023. .

Users added to the trial will be notified with a prompt allowing them to opt out if they wish, Google says. Meanwhile, testing and feedback from the developer community will continue to lead to improvements.

Google’s big picture is to phase out all third-party cookies by the second half of 2024, starting with Chrome. With another two-year goal in mind, Google plans to release the Privacy Sandbox APIs for developers by Q3 2023 so they can adapt to these APIs on Chrome.

A developer preview introduced Privacy Sandbox for Android devices earlier this year.

For those interested, Google has also provides a schedule to track progress and plans. The company further states that it is “grateful to be working with companies in the industry who are investing in the development of privacy-focused experiences on the web and who will be testing Privacy Sandbox in the coming months.”

Chrome is one of the leading browsers when it comes to laptops, desktops, and some of the best Chromebooks out there. It even takes a prominent place considering Android browsers in the Google Play Store. The Privacy Sandbox is a one-stop solution for blocking large-scale cookies that compromise people’s privacy with hidden techniques, including fingerprinting and cross-site tracking, to name a few.