Google is delaying the deprecation of third-party cookies in Chrome by one other 12 months, with plans to start out phasing them out in 2024.
That is the second extension of Chrome’s assist for third-party cookies, which Google initially deliberate to discontinue this 12 months.
Plans modified once more final 12 months when Google prolonged the deadline to 2023. Now the extension is getting an extension.
Google wants extra time to check its Privateness Sandbox initiative — a much less intrusive answer for delivering focused promoting.
Anthony Chavez, Vice President of Google’s Privateness Sandbox initiative, states in a weblog put up:
“Essentially the most constant suggestions we’ve acquired is the necessity for extra time to judge and take a look at the brand new Privateness Sandbox applied sciences earlier than deprecating third-party cookies in Chrome…
This deliberate method to transitioning from third-party cookies ensures that the online can proceed to thrive, with out counting on cross-site monitoring identifiers or covert methods like fingerprinting.”
Google began testing the Privateness Sandbox over the previous a number of months. Builders, publishers, and entrepreneurs agree it wants an extended testing window.
Now, Google plans to step by step transition from third-party cookies to the Privateness Sandbox relatively than abruptly changing them with one thing new.
A trial model of the Privateness Sandbox API is obtainable to builders. In August, the trial will increase to tens of millions of individuals globally.
Google will proceed to roll out the take a look at to extra folks all year long and into 2023.
“By Q3 2023, we count on the Privateness Sandbox APIs to be launched and usually accessible in Chrome. As builders undertake these APIs, we now intend to start phasing out third-party cookies in Chrome within the second half of 2024. As all the time, you’ll find up-to-date timelines and milestones on the Privateness Sandbox web site.”
For entrepreneurs and advertisers, this implies extra time earlier than adjusting your promoting methods to focus on Chrome customers.
It’s unknown how the deprecation of third-party cookies in Chrome will influence advertisers or how efficient the Privateness Sandbox is at focusing on clients.
We’ll possible study extra because the take a look at expands all through 2022 and 2023.
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