Google announces detailed timeline of Chrome’s Privacy Sandbox Project

Last month, Google announced that it would postpone the timetable for the Chrome browser to phase out third-party tracking cookies from 2022 to 2023 so that the digital advertising industry has more time to plan for more privacy-conscious targeting advertise.

Recently, Google announced a detailed timeline of the alternative Chrome privacy sandbox program. The timeline is divided into four: combating spam and fraud on the Internet, displaying relevant content and advertisements, measuring digital advertising, and strengthening cross-site privacy boundaries.

As you can see from the figure, most of the new APIs will start testing before the end of 2021 and will be officially launched before the end of 2022, and third-party cookies will be eliminated before the end of 2023.

Google announced at the beginning of last year that it will end Chrome browser support for third-party cookies in early 2022, on the grounds that users have higher requirements for privacy and data control rights. Obviously, this decision will subvert the current online advertising market. Cookies have been the cornerstone of digital advertising for 25 years. To achieve accurate cross-platform advertising, third-party cookies are a commonly used tool.

After discontinuing support for third-party cookies, Google plans to promote its “Privacy Sandbox” technology. But publishers and ad technology companies have complained that Google’s so-called privacy sandbox will limit their ability to collect information from online users, thereby affecting their ability to provide more valuable advertisements.

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