A few years ago, Apple, Google, and Mozilla all disclosed plans to gradually reduce support for third-party cookies in their web browsers in response to user privacy concerns.
As cookies are the lifeblood of the online ecosystem, everyone took different approaches to combating the profound impact they could have on the digital advertising world. Needless to mention, the privacy regulations are already making it harder for brands to collect and use users’ personal data.
Despite the fact that other browsers, such as Safari and Firefox, had already blocked third-party tracking cookies, Google Chrome remained to use them.
To effectively deal with this, as its first step, Google unveiled the Privacy Sandbox in 2020, which aims to replace third-party cookies with a more privacy-conscious approach.
And, after years of talking about it and releasing various experiments, the online advertising industry is about to get it real. Google recently announced plans to move 1% of Chrome users to the Privacy Sandbox and deprecate third-party cookies for them in the first quarter of 2024. Also, the company's plan to phase out third-party cookies entirely by the second half of 2024 remains on track.
Google announced that Chrome 115, which will be released in July, will include support for the Privacy Sandbox collection of replacement standards, allowing businesses to test them on a larger scale.
This will not be enabled by default for everyone. However, users may enable them without joining a trial before they are enabled by default for more people.
Google currently has no plans for intermediate steps to increase this number beyond 1% throughout 2023.