Google has announced a delay in plans to block third party tracking cookies.
Google extends the time limit for blocking cookies to 2024
Earlier, the company had extended it till 2023.
New Delhi. Google has announced a delay in plans to block third party tracking cookies in the Chrome browser. The company was planning to get rid of third party cookies from its browser by 2022, but it was later extended to 2023. Google has now extended the deadline to block cookies in Chrome until 2024.
Google said it has received feedback from developers, publishers, marketers and regulators and has sought more time to evaluate and test new technologies before disabling third-party cookies in Chrome. Let us know that Privacy Sandbox will further strengthen privacy on Android.
Google’s statement on the new deadline
Anthony Chavez, vice president of Google Privacy Sandbox, said in a blog post that the most consistent feedback we have received. It calls for more time to evaluate and test new privacy sandbox technologies before removing third party cookies from Chrome. This feedback is in line with our commitment to CMA. This can ensure that Privacy Sandbox provides effective, privacy-preserving technology.
Cookies will expire from the second half of 2024
He said that before adding users to the trial, they will get a prompt, which will give them the option to manage their participation. Chavez said that we expect the Privacy Sandbox API to be rolled out and available in Chrome by the third quarter of 2023. It will begin phasing out third-party cookies in Chrome in the second half of 2024.
What is Privacy Sandbox
Privacy Sandbox is an initiative to collaborate with the ecosystem to develop alternatives to third party cookies and cross-site tracking identifiers, fingerprinting and other covert technologies. Google has been working on new technologies for the past few years and recently Chrome released some tests for developers to test. Google’s Privacy Sandbox Solution will limit user sharing with third parties and operate without cross-app identifiers, including advertising IDs. Privacy Sandbox will also strengthen privacy on Android.