Why it matters: Google is definitely working on an alternative solution to cookies that splits the difference between user privacy and advertising revenue. However, the business needs additional time before totally replacing third-party cookies in Chrome. Fortunately, public testing for Google’s new initiative begins soon.
On Tuesday, Google announced that it is pushing its plans to remove third-party cookies in Chrome back by 2 yrs, because the feature isn’t ready. However, users can begin testing that alternative for themselves the following month.
Cookies help advertisers track users and deliver personalized ads, but they’re unpopular since they can compromise user privacy. European anti-cookie legislation is behind those consent prompts seen on many websites. In 2020, Google announced focus on a solution that could make third-party cookies obsolete, initially hoping to attain that goal in 2 yrs. Despite missing that timeline, the business isn’t quitting.
Google’s Privacy Sandbox aims to produce a group of standards to greatly help advertisers deliver personalized ads without revealing users’ private information. Among its components is Trust Tokens, which perform role much like cookies but with encryption to cover a user’s identity. Privacy Sandbox incorporates a great many other technologies to help keep ads highly relevant to users while limiting just how much advertisers find out about them.
These tools appear on Google’s updated roadmap for the Privacy Sandbox. Right now, all have started pre-launch testing and origin trials. The business set general availability for Q3 2023 and really wants to phase out third-party cookies by late 2024. In February, Google revealed plans to create the machine to Android in another 2 yrs, falling roughly across the company’s timeline for Chrome on desktops.
Chrome 104 stable branch will include the trial for desktop users when it launches in August. About 50 % of Chrome desktop beta users curently have it enabled. Android users are certain to get it with Chrome 105 stable by the end of August.
Google’s try to balance user privacy and the desires of advertisers contrasts with efforts from Apple, Firefox, and Brave to block tracking entirely. Google’s business depends upon advertising, whereas Apple’s doesn’t, and Google also thinks hardline blocking pushes advertisers to more covert methods like fingerprinting. With the Privacy Sandbox, the business really wants to block fingerprinting while giving advertisers an alternative solution.