Google Extends Support For Third-Party Cookies Delays Privacy Sandbox Initiatives

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Today, Google has announced that support for third-party cookies would be extended until late 2023, giving marketers, over a year extension from the previous plan to block third-party cookies by 2022. The Privacy Sandbox initiatives will be delayed while more testing happens.

The Goal of the Privacy Sandbox

Google’s privacy sandbox initiatives are intended to protect individuals’ privacy, while still giving advertisers as well as publishers, the ability to monetize data, which thus keeps the web open, accessible and available. The sole aim and goal is to create a solution that circumvents and discourages more alternative tracking solutions like fingerprinting.

The New Rollout Schedule

Google released a new rollout schedule for Privacy Sandbox initiatives, noting that they need to ensure that they allow appropriate time for testing.

 Before the rollout, every proposal must go through a thorough testing process, much unlike other APIs and web technologies. That testing process follows three steps:

  1. Discussion: The proposals are discussed in open forums, for example, GitHub and W3C groups. All through the process, Google has welcomed people to join the discussion on FLoC.
  2. Testing: Origin trials follow the discussion. The purpose behind these trials to allow for feedback. Google noted that the origin trial for FLoC received a huge amount of feedback. After the origin trial, feedback is incorporated and adjustments are made accordingly, then, at that point, they proceed to additional ecosystem testing.
  3. Ready for adoption: After the testing process is complete, the technologies will be launched in Chrome, yet Google notes that it requires some time to do the testing responsibly, which is the reason the rollout has been delayed.

Once testing is complete and the rollout is ready to proceed, Google intends to follow a two-stage rollout process:

  • Stage 1: Stage one will begin in late 2022, once testing is complete and APIs are launched in Chrome. As of now, advertisers and publishers will have the time to migrate. Google intends to give 9 months for adoption and will monitor adoption as well as feedback during this time, prior to proceeding.
  • Stage 2: Stage two will begin in mid-2023. At this point, Chrome will phase out support for third-party cookies, over a three-month period with the plan to fully remove support by the end of 2023.

Google has noticed that they will provide a more detailed schedule on privacysandbox.com, where it will be updated regularly, to give more prominent clarity and ensure that developers and publishers can plan their testing and migration schedules.

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Google Extends Support For Third-Party Cookies Delays Privacy Sandbox Initiatives

Today, Google has announced that support for third-party cookies would be extended until late 2023, giving marketers, over a year extension from the previous plan to block third-party cookies by 2022. The Privacy Sandbox initiatives will be delayed while more testing happens.

The Goal of the Privacy Sandbox

Google’s privacy sandbox initiatives are intended to protect individuals’ privacy, while still giving advertisers as well as publishers, the ability to monetize data, which thus keeps the web open, accessible and available. The sole aim and goal is to create a solution that circumvents and discourages more alternative tracking solutions like fingerprinting.

The New Rollout Schedule

Google released a new rollout schedule for Privacy Sandbox initiatives, noting that they need to ensure that they allow appropriate time for testing.

 Before the rollout, every proposal must go through a thorough testing process, much unlike other APIs and web technologies. That testing process follows three steps:

  1. Discussion: The proposals are discussed in open forums, for example, GitHub and W3C groups. All through the process, Google has welcomed people to join the discussion on FLoC.
  2. Testing: Origin trials follow the discussion. The purpose behind these trials to allow for feedback. Google noted that the origin trial for FLoC received a huge amount of feedback. After the origin trial, feedback is incorporated and adjustments are made accordingly, then, at that point, they proceed to additional ecosystem testing.
  3. Ready for adoption: After the testing process is complete, the technologies will be launched in Chrome, yet Google notes that it requires some time to do the testing responsibly, which is the reason the rollout has been delayed.

Once testing is complete and the rollout is ready to proceed, Google intends to follow a two-stage rollout process:

  • Stage 1: Stage one will begin in late 2022, once testing is complete and APIs are launched in Chrome. As of now, advertisers and publishers will have the time to migrate. Google intends to give 9 months for adoption and will monitor adoption as well as feedback during this time, prior to proceeding.
  • Stage 2: Stage two will begin in mid-2023. At this point, Chrome will phase out support for third-party cookies, over a three-month period with the plan to fully remove support by the end of 2023.

Google has noticed that they will provide a more detailed schedule on privacysandbox.com, where it will be updated regularly, to give more prominent clarity and ensure that developers and publishers can plan their testing and migration schedules.

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