14 DAY TRIAL // Google originally planned to step away from third-party cookies and drop support for them in Google Chrome this year, but this week, the company announced that it’s pushing back the deadline for two years.
More specifically, Google previously announced three years ago that it wanted to remove third-party support from Google Chrome and go all-in on the Privacy Sandbox.
But according to the search giant itself, developers need more time to prepare for this switch, so the company wants to allow them to fully discover the Privacy Sandbox.
The deadline is now the second half of 2024, Google says, which means developers have some two more years to prepare for the transition from third-party cookies to the Privacy Sandbox.
Deadline pushed back to 2024
“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,” Anthony Chavez, VP, Privacy Sandbox, explained.
“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.”
Google says it hopes the Privacy Sandbox would reach the general availability phase by the third quarter of the next year, so developers are theoretically provided with enough time to prepare the transition from third-party cookies.
“By Q3 2023, we expect the Privacy Sandbox APIs to be launched and generally available in Chrome. As developers adopt these APIs, we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024,” Chavez explained in the announcement released earlier this week.