Google Chrome delays dropping​ 3rd party cookies until late 2024

A brief recap, implications, and advice for businesses.

A primer on Google’s Privacy Sandbox

In August 2019 Google announced Privacy Sandbox, which is an initiative to create web standards for websites to access user information without compromising privacy and to facilitate online advertising without the use of third-party cookies. This is in response to the emerging awareness and needs of individuals that demand better control of their data and its use in a privacy-first manner.

As per Google, “Privacy Sandbox for the Web will phase out third-party cookies by using the latest privacy techniques, like differential privacy,  k-anonymity,  and on-device processing.

Privacy Sandbox also helps to limit other forms of tracking, like fingerprinting, by restricting the amount of information sites can access so that your information stays private, safe, and secure.”

Google Chrome delays blocking 3rd party cookies (again)

On July 27th, 2022 Google issued this update through a blogpost they are extending the timeline for testing Privacy Sandbox for the web.

“Throughout this process, we’ve worked to refine our design proposals based on input from developers, publishers, marketers, and regulators via forums like the W3C, and earlier this year, we reached an agreement with the UK’s Competition and Markets Authority (CMA) on how we develop and release the Privacy Sandbox in Chrome worldwide.

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 feedback aligns with our commitment to the CMA to ensure that the Privacy Sandbox provides effective, privacy-preserving technologies and the industry has sufficient time to adopt these new solutions. 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.

For these reasons, we are expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome.”

Visit this link for more information and to keep track of monthly updates on the Privacy Sandbox.

Data privacy changes continue to affect the wider web and devices

While Google’s long anticipated blocking of 3rd party cookies has been delayed yet again, the advertising industry has already been impacted in the last few years:

Businesses should focus on building their 1st party data strategy

While the delay in Google’s Chrome blocking 3rd party cookies may have bought advertisers & agencies more time, the reality for the last year has been limitations in tracking, targeting and attribution across the wider web.

Businesses should continue to focus on building their 1st party data strategies where they can leverage the richest datasets of their customers for data-driven marketing.

Google Analytics 4 is an excellent tool to begin with to collect, organize and activate 1st party data.

Reach out to us for more information on how we can support you through this journey.