Google is delaying its plan to phase out third-party cookies in Chrome yet again.
The web giant had unveiled its Privacy Sandbox initiative in 2019. The goal of the initiative is to combine privacy protection with web experience personalization and ad targeting. And this, thanks to tools that make it possible to do without third-party cookies. These are used to track users across different sites and provide them with “personalized” advertisements.
A new delay
Concretely, Privacy Sandbox introduces the principle of FLoC, also called “Federated Cohort Learning”. A principle that aims to promote anonymity on the Web, by stopping to target Internet users individually. The Internet user is in fact classified in a group of users, a cohort, with similar interests and behaviors on the Web.
Normally, its implementation was to start in 2022. Last year, following a review by the UK’s Competition and Markets Authority (CMA) and the US Department of Justice, Google postponed it at the end of fiscal year 2023. Finally, this Wednesday, the company said it would not end support for third-party cookies until the second half of 2024. Explanation.
The panic following the trial versions
In recent weeks, several trial versions of several Privacy Sandbox application programming interfaces (APIs) have gone live. In the process, many professional testers indicated that they needed more time before the deletion of third-party cookies. “The most consistent comments we received relate to the need for more time to evaluate and test new Privacy Sandbox technologies before deleting third-party cookies in Chrome” reads the blog post published by Anthony Chavez, vice president of Privacy Sandbox. By definition, an API makes available the data and functionalities of an application. This allows other applications to use them.
Before early next month, Google is expected to expand the availability of its Privacy Sandbox trial to “millions of users worldwide”, reports Endgadget. The number of users eligible for the test version should then increase until 2024. The company hopes to launch the Privacy Sandbox APIs by the third quarter of 2023.
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