Google recently announced it will begin “phasing out third-party cookies in Chrome” in the second half of 2024, a delay from the original plans to do so in 2023.
The company has been focusing on improving privacy and helping create a better environment for both companies and individual users.
Google is now lengthening the test window for Privacy Sandbox APIs before it ultimately disableds third-party cookies within Chrome.
These APIs can be tested now and the Privacy Sandbox trials will be “expanded to millions of users globally” in early August and the trial population will be expanded throughout the rest of 2022 and into 2023. Users will receive a prompt before they participate in the trials.
Here’s what you need to know about this decision and how it affects marketers and advertisers moving forward as third-party cookies stick around a little longer.
WHAT IS THE PRIVACY SANDBOX
Google employed the Privacy Sandbox initiative earlier this year which “aims to create technologies that protect both people’s privacy online and give companies and developers tools to build thriving digital businesses.The Privacy Sandbox reduces cross-site and cross-app tracking while helping to keep online content and services free for all.”
-Building news technology to keep information private
-Enabling publishers and developers to keep online content free
-Collaborating to build new internet privacy standards
The Privacy Sandbox APIs can still be tested now in Chrome thanks to trial versions that are available for developers. Google said it expects the Privacy Sandbox APIs to be “launched and generally available in Chrome” by Q3 of 2023, and a full timeline is here.
Google’s release said it has been refining its design proposal “based on input from developers, publishers, marketers and regulators via forums like the W3C.” That feedback led Google to decide it needed more time to research and test Privacy Sandbox before phasing out third-party cookies. Google is making it clear it is spending the time and resources to perfect this.
Google also came to an agreement with the United Kingdom’s Competition and Markets Authority regarding The Privacy Sandbox.
It’s clear the Privacy Sandbox is a priority for Google now and in the future.
WHAT THIS MEANS
We wrote in March about how marketers can begin to prepare for the phasing out of third-party cookies, but this news obviously provides more time for you and your companies to adapt. Continue to consider different ideas and strategies that you and your brand may want to implement, and see what are the best ways to collect the data you feel you need.
Now is the time to think of how you want to finetune your strategy. These extra months can be a gift to refine how you are going to excel once Google accomplishes the phasing out of third-party cookies. You don’t want to be left behind as Google ventures into a new frontier.
Be sure to check Digicom for the latest trends, strategies, and articles to help you and your company take your marketing efforts to the next level!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.