After a stuttering start, Google’s finally bringing more clarity with a new timeline for its twice-delayed Privacy Sandbox. However, concerns linger about what the massive change might mean for the companies and users that participate in the ad-tech kingdom.
Google yesterday said it will deprecate third-party cookies for 1% of Chrome users globally in the first quarter of 2024. It also plans to plant a few more flags even before then, with the sandbox taking shape even more as early as this summer. In July, new APIs for all users globally will be included in the latest version of Chrome. Later this year, Google expects to enable an opt-in testing mode starting in the fourth quarter with an ultimate goal of getting rid of third-party cookies by the end of 2024.
In an interview about the timeline, Google senior director of project management Victor Wong said there are two significant challenges happening at the same time: Introducing a new infrastructure while also gutting old tech at the same time.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.