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Google once again delays Privacy Sandbox launch until 2024

The death of the cookie is a slow one. Google has once again delayed the extinction of third-party cookies and replacement of it with their Privacy Sandbox, citing that advertisers need more time to get ready for the replacement system.

And what is this replacement system? Well, it is supposed to be the middle ground on stopping “improper tracking” while allowing ad targeting within the Chrome browser. It ultimately means a future without cookies, where Google’s ad targeting, measurement, and fraud prevention all happen according to the standards set by the tool.

However, the launch of the Privacy Sandbox has once again been delayed.

Anthony Chavez, VP of the project, said in a statement: “By Q3 2023, we expect the Privacy Sandbox APIs to be launched and generally available in Chrome.” As developers adopt these APIs, “we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024”, he added.

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new technologies before deprecating third-party cookies in Chrome,” said the company.
“For these reasons, we are expanding the testing windows for the Privacy Sandbox APIs before we disable third-party cookies in Chrome.”