Today, Google announced that support for third-party cookies will be extended until the end of 2023, giving marketers more than a year extension from the previous plan to block third-party cookies by 2022. Privacy Sandbox initiatives will be delayed while more testing takes place .
The goal of the privacy sandbox
Google’s privacy sandbox initiatives are designed to protect people’s privacy while still giving publishers and advertisers the opportunity to monetize data, which in turn keeps the Internet open and accessible. The goal is to create a solution that bypasses and deters several alternative tracking solutions such as fingerprints.
The new rollout plan
Google released a new rollout plan for Privacy Sandbox initiatives, noting that they need to ensure they provide adequate time for testing.
Prior to implementation, each proposal must undergo a rigorous testing process, not unlike other APIs and web technologies. The testing process follows three steps:
Discussion: The proposals are discussed in open forums, such as GitHub and W3C groups. Throughout the process, Google has invited people to join the discussion on FLoC.Testing: Origin Attempts follows the discussion. The purpose of these experiments is to provide feedback. Google noted that the FLoC origin trial is receiving a significant amount of feedback. After the trial of origin, feedback is incorporated and adjustments are made accordingly, then they continue with further ecosystem testing. Ready for adoption: After the testing process is complete, the technologies will be launched in Chrome, but Google notes that it takes time to test responsibly is late.
Once the test is complete and the rollout is ready to continue, Google plans to follow a two-step rollout process:
Step 1: Step 1 will begin in late 2022 when the test is complete and APIs are launched in Chrome. At this point, publishers and advertisers have time to migrate. Google plans to grant 9 months for adoption and will monitor adoption and feedback during this period before proceeding. Step 2: Step two begins in mid-2023. At this point, Chrome will phase out support for third-party cookies over a three-month period with the plan to completely remove support by the end of 2023.
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Google has noted that they will provide a more detailed schedule on privacysandbox.com, where it will be updated regularly to provide greater clarity and ensure that developers and publishers can plan their testing and migration plans.