Google has announced since the beginning of 2020 that Google will phase out the Chrome browser support for third-party cookies within 2 years as part of its privacy sandbox project. However, Google is continuing to discuss the details of the privacy sandbox with regulators in the United Kingdom and other countries. The latest timetable for this plan has also been postponed to the second half of 2023 and said that it will give the digital marketing company more time to adapt to changes and avoid endangering many companies who use free content as their business model.
Google originally stated that it expected to phase out Chrome support for third-party cookies before 2022. This also means that by then, new advertising technologies such as the Privacy Sandbox will indeed be in place and operational.
However, the problem Google faces is that the digital marketing company will have major changes in tracking and targeting Internet users in the future. For this reason, antitrust lawsuits have been filed against Google. Regulators in various countries have strengthened the review of Google plans.
Chrome and other companies put forward more than 30 proposals, 4 of which are already available in the initial trials. Specifically, Google has a goal for Chrome is to deploy key technologies, including FLoC (Federated Learning of Cohorts), by the end of 2022, and provide the developer community to start adopting them. According to the cooperation between Google and the UK Competition and Markets Authority (CMA), Chrome is expected to phase out third-party cookie support within 3 months, which is expected to begin in mid-2023 and end at the end of the same year.
Google plan for Chrome is divided into two phases:
#1 The first phase will start at the end of 2022. Once the trial is completed and the API will be launched in Chrome, Google will announce the launch of the first phase. This phase is expected to last 9 months, and advertisers and publishers will have time to transfer their online services. Before entering the second phase, Google will also carefully monitor the adoption of new technologies and user feedback.
#2 The second phase will start in mid-2023, and Chrome will phase out support for third-party cookies within 3 months at the end of 2023.
