Recently, the world has been evolving in a ” cookieless ” or “cookieless” direction. Although search engines such as Firefox and Safari have taken steps in this area much earlier, Google has not yet taken the expected step. In fact, Google announced its plan to phase out third-party cookies from Chrome and its extensions back in 2020. However, this plan has not yet materialized. Google has now announced that it is delaying the phasing out of third-party cookies in Chrome until the second half of 2024.
Anthony Chavez, Google’s VP of Privacy Sandbox , said in a blog post that the company is targeting the second half of 2024 as the timeframe for adopting an alternative technology. Last June, Google said it would remove cookies in the second half of 2023. Before that, in January 2020, it promised to transition to a cookie-free world by 2022.
Anthony Chavez said they are working closely to refine their design proposals based on input from developers, publishers, marketers and regulators through the forums. Chavez said the most consistent feedback they’ve gotten is the need for more time to evaluate and test new technologies before removing third-party cookies in Chrome.
With the Privacy Sandbox , Google aims to create web standards that strengthen ads without using cookies. Privacy Sandbox proposes to use an in-browser algorithm, Federated Learning of Cohorts (FLoC), to analyze a user’s activity and generate a privacy-preserving identity that can be used by advertisers for targeting. While Google claims that FLoC is more anonymous than cookies, the Electronic Frontier Foundation describes it as the opposite of privacy-protecting technology and a behavioral credit score.
Chavez says they will expand the trial version of Google’s Privacy Sandbox technologies to millions of Chrome users starting in August. The company will gradually increase the trial population throughout the year until 2023, and users who do not wish to participate in the trial will be offered an opt-out option. Privacy Sandbox APIs are expected to be available in Chrome by the third quarter of 2023.