Google Extends the Lifetime of Third-Party Cookies

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Another year has been added to Google’s plan to phase out third-party cookies in Chrome by delaying their deprecation until 2024.

Originally, Google planned to discontinue Chrome’s support for third-party cookies at the end of this year.

Google pushed back the deadline for its self-driving cars to 2023 last year. Currently, the extension has been extended.

A less intrusive method of delivering targeted advertising is being tested by Google, but it needs more time.

In a blog post, Google’s Privacy Sandbox Vice President Anthony Chavez says:

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome…

This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.”

Instead of replacing third-party cookies with something new, Google now plans to gradually transition to the Privacy Sandbox rather than doing so all at once.

Developers can try out the Privacy Sandbox API for free. Millions of people around the world will be able to participate in the trial when it opens to the public in August.

The test will be rolled out to more people throughout the year and into the year 2023, according to Google.

He goes on to say that

By the third quarter of 2023, we expect the Chrome Privacy Sandbox APIs to be generally available. Chrome will phase out third-party cookies in the second half of 2024 as more developers use these APIs. As always, the Privacy Sandbox website has the most up-to-date timelines and milestones.”

As a result, advertisers and marketers will have more time to fine-tune their advertising campaigns before Chrome users become a more viable target audience.

The impact on advertisers of Chrome’s deprecation of third-party cookies is unknown, as is the effectiveness of the Privacy Sandbox in identifying potential customers.

As the test expands in 2022 and 2023, we’ll be able to learn more.

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