Google introduced its Privacy Sandbox initiative again in 2019 with the said aim of adjusting the internet marketing enterprise that helps a lot of the net to make use of extra privacy-preserving applied sciences. At current, internet marketing depends closely on third-party cookies that observe customers’ conduct throughout totally different web sites, typically with out their information or consent. The prevalence and variety of third-party monitoring cookies has grown over time, making third-party cookies an more and more massive risk for these involved about privateness and knowledge sovereignty. A current research discovered that the majority authorities web sites serve monitoring cookies, which is a very regarding discovering when it’s typically vital to go to authorities web sites to satisfy sure authorized necessities or discover essential data.

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. 

New timeline for rolling out Privacy Sandbox APIs and phasing out third-party cookies (Source: Google)

The Electronic Frontier Foundation acknowledged that FLoC would put off the privateness dangers related to third-party trackers, however contended that it will introduce new privateness dangers, calling FLoC a “terrible idea.” Aside from privateness considerations, FLoC met resistance from a few of the greatest gamers on the net, together with Amazon, which determined to dam FLoC throughout all of its web sites. FLoC additionally drew consideration from antitrust our bodies who noticed it as a method to doubtlessly consolidate internet marketing know-how underneath Google’s management.

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.