Google has planned to delay the removal of third-party tracking cookies from Google’s Chrome browser. This plan will be in action until the second half of 2024.
VP of Google’s Privacy Sandbox Anthony Chavez said in a post published after the news broke that the advertising giant had “continuous input” that stakeholders needed “more time to analyse and test the new Privacy Sandbox technologies” before Chrome deprecated third-party cookies.
With the ecosystem, the Privacy Sandbox initiative will work to create privacy-preserving substitutes for third-party cookies and other types of cross-site tracking. Google has been releasing trial versions of a good deal of new Privacy Sandbox APIs in Chrome for developers to explore over the past few months.
In August, Chrome users will explore the new environment as Google plans to expand developer testing for its Privacy Sandbox technology. In January 2020, Google stated it would “within two years” stop supporting third-party cookies in Chrome. However, Google extended the deadline last year, to the end of 2023.
According to a Teads’ report, there has been a rise in cookie knowledge, with 30% of publishers reporting having a “strong awareness” of cookies, up from 23% in 2021. Only 6% of people still claimed to have “little to no knowledge.” There have been some benefits for those who saw this as an opportunity.
In the medium run, adtech companies who have benefited from the cookie regime should continue to do so. The Trade Desk, ironSource, and PubMatic all experienced gains following the announcement that outperformed the general market. In order to appeal to consumers who are concerned about their privacy, other browsers, including Mozilla’s Firefox and Apple’s Safari, have disabled third-party cookies by default. Although it would undoubtedly be challenging to overtake Chrome’s market share, this new delay will allow these businesses to strengthen their grip on these customers.