The Tech Giant has pulled back its timeline to block the third party cookies on the search engine lately. Google, in the first stance, had intended to ban third-party cookies and replace them with better ‘cookieless’ technologies from its Privacy Sandbox. The new timeline has now been extended to 2023, two years after the anticipated time frame.
What is really ‘Privacy Sandbox’?
Google introduced this feature ‘Privacy Sandbox’ that would help plug the third-party cookies on Chrome. This initiative aims to create technologies that first and foremost protects users’ privacy on the web and yet provides the companies a platform to thrive their businesses. Privacy Sandbox is an effort to build a more private yet an open web.
Why a push back now on blocking third-party cookies?
“While there’s considerable progress with this initiative, it’s become clear that more time is needed across the ecosystem to get this right,” says Vinay Goel, Privacy Engineering Director, in a blog.
Advertisers across the digital domain have rightfully been worried and raised concerns over the impact of blocking third-party cookies on their clients, metrics and revenue. These cookies are used by the advertisers to track audiences across the world and target the most beneficial ads.
The extended timeline now provides an opportunity to the advertisers and developers to begin the adoption of the technology. Google is expected to deploy the “Privacy Sandbox” tech by late 2022. “Subject to our engagement with the United Kingdom’s Competition and Markets Authority (CMA) and in line with the commitments we have offered, Chrome could then phase out third-party cookies over a three month period, starting in mid-2023 and ending in late 2023,” Vinay Goel added.
The next stage would be cookie phase out which is expected to roll in between start and mid of the year 2023.
The search engine has been closely working with the web community by offering over 30 proposals, ad measurements, delivering relevant ad content to the user and fraud detections. “Of those proposals, four are in the “origin trial” stage, Google said, allowing other developers to experiment with the new features.“
Like all other updates or initiatives, this will also undergo a rigorous public development process in a multi-phased manner. Many industry players have kick-started the experimenting with new API’s (application programming interfaces), that allows the advertisers to target their right audience in bundles without tracking the individual users.
With an aim to provide best privacy protection Google plans to release a more detailed schedule on the timeline of the rollout and time-to-time updates on its blog privacysandbox.com. This hold up by the Tech Giant is a window for the search marketers to prepare for the changes and find solutions that help adjust an replace cookies with privacy oriented technologies
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