Google intends for Privacy Sandbox to offer various totally different APIs that may allow internet marketing to shift away from third-party cookies, in the end culminating within the phasing out of third-party cookies totally. However, Google has encountered some velocity bumps whereas growing these APIs. The firm initially deliberate to section out cookies and swap over to its new APIs in 2022, however later pushed the section out again to the second half of 2023. However, Google met sturdy resistance to its Federated Learning of Cohorts (FLoC) API, which was supposed to tell advertisers about customers’ shopping habits.
Google ultimately introduced that it was abandoning FLoC in favor of a brand new API referred to as Topics. This swap to a brand new API nonetheless in improvement possible delayed Google’s plans for absolutely implementing its Privacy Sandbox APIs and phasing out of third-party cookies. Anthony Chavez, the vp of Privacy Sandbox, introduced in a weblog put up right now that Google is pushing again the complete launch of Privacy Sandbox in Chrome and the depreciation of third-party cookies to be able to give the corporate extra time to check the APIs.
These APIs are already out there for testing by builders, however Google plans to increase person trials beginning in early August by enrolling hundreds of thousands of Chrome customers in these trials. The variety of individuals will proceed to increase till Q3 2023, when Google hopes to totally launch the Privacy Sandbox APIs for normal use. The firm will then let a while go, presumably giving advertisers time to modify away from third-party cookies to those new APIs, earlier than disabling third-party cookies. The third-party cookie section out is now scheduled for the second half of 2024. We’ll need to see whether or not Google manages to hit these new time projections or not.