has now confirmed the delay, writing in a blog post that its engagement with U.K. regulators over the so-called “Privacy Sandbox” means start being phased out in Chrome until the second half of 2023. “We plan to continue to work with the web community to create more private approaches to , including admeasurement, delivering relevant ads and content, and fraud detection,” it writes. “Today, Chrome and others have offered more than 30 proposals, and four of those proposals are available in origin trials.
“For Chrome, specifically, ourtechnologies deployed by late 2022 for the developer community to start adopting them. Subject to our engagement with the United Kingdom’s Competition and Markets Authority (CMA) and in line with our commitments, Chrome could then phase out over three months, starting in mid-2023 and ending in late 2023.” The delay gives the realm — assuming the CMA is happy to let Google go ahead with the significant retooling.
The losers, meanwhile, arewho will continue to be subject to third-party tracking for years longer at least (or, well, Chrome users will; other privacy-centric web browsers are available). Our original report follows below … Adtech appears to be leaning toward postponing a long-planned deprecation of third-party tracking cookies. The initiative that will make it harder for online marketers and advertisers to track web users, including by deprecating third-party cookies in Chrome.
Then, in January 2020, it said it would switch within two years, which would mean by 2022.that it has a Privacy Sandbox announcement coming today — set for 4 p.m. BST/5 p.m. CET — after we contacted it to ask for confirmation of the information we’d heard via our sources. We’ve been told Google’s new official timeline for implementation will be 2023. However, a spokesperson for the tech giant danced around, providing a direct confirmation — shortly.
“We have an announcement today that will shed some light on Privacy Sandbox updates,” the spokesperson also told us. He hadto confirm that it will postpone the implementation of Privacy Sandbox to 2023 and for any statement on the delay — with an affirmation (“yep”), so a delay looks likely. But we’ll see how exactly Google will spin that in a few minutes when it publishes the incoming Privacy Sandbox announcement. Google has previously said it would deprecate support for third-party cookies by 2022 — which naturally implies that the broader Privacy Sandbox stack of related adtech would also need to be in place by then.