Google details its next steps for wiping out Chrome tracking cookies
The Privacy Sandbox API will launch in July’s Chrome release, followed by live testing later this year.Google’s attempt to snuff out third-party web tracking cookies is moving along. The company announced today that itswill be available to all Chrome users in July. In addition, it laid out the next steps for web developers to start testing and integrating the new system later this year.
Anthony Chavez, Google’s VP of Product Management, recommends developers begin preparing for the new system soon after the July API release. Next, the company will let devs simulate Chrome third-party cookie deprecation “for a configurable percentage of their users” starting in Q4 2023, followed by one percent of Chrome users shifting to Privacy Sandbox in Q1 2024. Google is still targeting the second half of next year for the broader deprecation of third-party cookies in Chrome.
“With this milestone, developers can utilize these APIs to conduct scaled, live-traffic testing, as they prepare to operate without third-party cookies,” said Chavez. Privacy Sandbox tries to strike a balance between user privacy and advertising revenue. When platforms block third-party cookies — in what Google has called “a blunt approach” — advertisers can resort to fingerprinting. This system gathers info like IP address, browser fingerprint and other details to profile users for targeted ads. It’s a highly intrusive workaround the ad biz uses when their old money-making avenues are blocked.
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