Google announces plans to officially switch over for twice-deferred services privacy sandbox We are slowly working towards deprecating support for third-party cookies in the Chrome browser.
To this end, the search and advertising giant said it intends to phase out third-party cookies for 1% of Chrome users worldwide by the first quarter of 2024.
“This allows developers to conduct real-world experiments to assess the readiness and effectiveness of their products without the use of third-party cookies,” said Anthony Chavez, Google’s vice president of privacy sandboxing. said.
Before rolling this out, Google announced it would be introducing a feature in Q4 2023 that would allow third-party developers to simulate processes for a configurable subset of users (up to 10%).
Google further added that the plan was designed and developed with regulatory oversight and input from the UK’s Competition and Markets Authority (CMA), which has implemented the proposal so as not to tilt a level playing field in its favor. emphasized that he was supervising
Privacy Sandbox is a web and Android two-pronged project that removes the need for third-party cookies and cross-app IDs, eliminating covert tracking by serving relevant content and ads while preserving privacy. intended to be restricted.
Earlier this year, Google began beta testing its privacy sandbox on Android for eligible mobile devices running Android 13.
The Privacy Sandbox API, including Topics, will be generally available to all users without participating in the origin trial of Chrome 115, scheduled for release in late July 2023.
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In a nutshell, the idea is to infer coarse-grained interest signals (called topics) on a device based on a user’s browsing activity over a period of one week (called an epoch) and share that information with ad tech vendors. to serve targeted advertisements. .
The categories selected in each epoch are also randomly selected from the most frequently accessed topics during that time period, also intended to allow users to control their evolving interests.
Google’s goal is to completely disable third-party cookies in Chrome in the second half of 2024, but the company said the schedule is subject to change depending on stakeholder discussion, feedback and testing.
